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The Times for the Cities Fit for Cycling campaign, London (Times Newspapers Ltd, United Kingdom). |
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Project name |
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The Times for the Cities Fit for Cycling campaign
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General Publication Info |
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The Times newspaper: in print, online, on tablets and on smartphone
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Idea and Implementation of your special project |
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Before we started our Cities fit for Cycling campaign http://www.thetimes.co.uk/tto/public/cyclesafety/ in February, cycling was not on the Government agenda.
Cities fit for Cycling changed this by harnessing cross platform campaigning in an age in which newspapers have yet to grasp the power of social media.
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Project results and results monitoring |
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Just six weeks later and that has radically changed: an inquiry into cycle safety was held in the House of Commons Transport Committee, David Cameron has supported the campaign and the Department of Transport have committed to devising a national plan to encouraging safer cycling http://www.thetimes.co.uk/tto/public/cyclesafety/article3342688.ece. As far as progress goes, you couldn't get more dramatic.
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Additional comments |
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The key to The Times cycling campaign has been integrating social media with print and our tablet editions. Throughout we have used channels such as Twitter, Facebook and Instagram to create awareness about the issue of cycle safety and to canvass support for our manifesto. Those networks have driven 35,000 people to pledge their support, 7,000 to contribute stories about their experiences of cycling http://www.thetimes.co.uk/tto/public/cyclesafety/article3314591.ece#tab-5, 3,500 to email their MP from our public campaign page and 40,000 to tweet with the #cyclesafe hashtag http://www.thetimes.co.uk/tto/public/cyclesafety/contact/. Crucially, we fed that user generated content back into our print, mobile and tablet editions, generating further front page stories and ensuring our campaign is truly cross platform and inclusive.
The combination of the two brought about a swell of support across the web, as well as coverage on traditional media outlets such as Radio 4, BBC News and Channel 4. This overwhelming surge triggered a debate in Westminster Hall which was attended by 77 MPs http://www.thetimes.co.uk/tto/public/cyclesafety/article3330616.ece (on a good day there are 20 MPs attending a debate like this one) and a commitment from the goverment to look at cycling as a sustainble means of future investment. We've followed this up with a crowdsourced map that has seen over 10,000 users to pinpoint the exact pothole they would like to see fixed http://www.thetimes.co.uk/tto/public/cyclesafety/contact/ and which was fed back into our journalism as a double page spread. The result is that we now have original data that will allow us to work with local authorities to improve the state of cycling in the UK. which is far more than other campaigns, for example The Evening Standard's Dispossessed Fund and The Telegraph's campaign for numeracy and literacy, have achieved in a longer period of time.
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LINKS |
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http://www.thetimes.co.uk/tto/public/cyclesafety/
http://www.thetimes.co.uk/tto/public/cyclesafety/a ...
http://www.thetimes.co.uk/tto/public/cyclesafety/a ...
http://www.thetimes.co.uk/tto/public/cyclesafety/c ...
http://www.thetimes.co.uk/tto/public/cyclesafety/a ...
http://www.thetimes.co.uk/tto/public/cyclesafety/c ...
http://www.guardian.co.uk/lifeandstyle/2012/feb/27 ...
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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