A Behaviour Change Campaign

 

What Acceleris was asked to do...

WSP on behalf of North Yorkshire County Council and Open Harrogate wanted to encourage more people in Harrogate to  get active, get on their bikes, get walking and help reduce congestion.

 

What we did…

Acceleris delivered an integrated media and marketing communications campaign to support the residential outreach programme delivered by WSP and aimed at people who live, work and visit the town.  Specifically we:

Conducted extensive consumer research from which we devised a targeted press release and also contributed to a range of infographics used across social media.

Developed a fun radio promotion with Stray FM, designed to challenge the perception that it’s quicker to drive and seeing two presenters enjoying a live on-air race – on a bike and in a car.

 

Further activity in the form of adbikes strategically cycled around the town, utilising some of the infographics and reinforcing key messages.

And, teamed up with Brompton Bikes to offer a competition to try a fold-up bike for a month in return for engaging with Open Harrogate on social media.

 The results...

97,727 impressions on twitter

194 tweets

737 website page views

98,000 people reached via radio

50 on-air presenter endorsements

Coverage in all relevant media titles

Phase 2: Open Scarborough…2018/19

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