Transport for London, which received £1.6bn in emergency funding from the Government in June, has raised more than a few eyebrows by urging Londoners to choose walking or cycling – rather than go by bus, Tube or overground – to get around the capital.
As the lockdown restrictions are gradually eased in London, people are returning to the capital’s workplaces and attractions but to make social distancing possible on public transport, Londoners are being encouraged to travel at quiet times or in different ways, including using new and existing walking and cycling routes.
TLf first unveiled its new cycling route map in May, although it did not have the best reception, with many cyclists left confused.
Now the organisation has revealed its “Streetspace for London” plan, designed to help people to walk and cycle. by introducing new temporary walking and cycling infrastructure, to support social distancing and active travel. So far, more than 16,500 square metres of extra pavement space and more than 46km of new or upgrade cycle lanes have been built or are under construction, it claims.
The new ad campaign, devised by VCCP, launches with a 30-second TV spot which shows people enjoying their journeys, whether stretching their legs on the way to the shops or getting a workout when they cycle to lunch.
“Now’s the time” is set in a sunny London, with the voiceover highlighting the physical and mental benefits of getting about by bike or by foot. The campaign will run across TV and video on demand, as well as outdoor activity – including digital outdoor executions on the Underground – which kicked off in late July.
TfL head of customer marketing and behaviour change Miranda Leedham said: “Now is a better time than ever to discover the benefits that active travel can bring. Our new campaign highlights the huge potential walking and cycling have to transform people’s lives in our city, by boosting health and mood, cleaning up our toxic air and cutting congestion and road danger for everybody.
“We’re determined to make London the world’s most walkable city and to make it the world’s best big city for cycling, with our Streetspace programme leading the way in revolutionising how people get around the capital.”
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