Real sustainable travel results

Unless we radically shift our transport behaviour, road traffic in England is predicted to grow by up to 50% by 2025.  In response to this, in 2004 the government chose three English towns to become ‘sustainable travel demonstration towns’, blazing a trail for cleaner, greener, healthier travel choices.

Worcester was chosen as one of the three towns.  Forster was appointed to develop a sustainable travel brand and creative strategy to motivate the people of Worcester to change their travel behaviour.

Choose How You Move was Forster’s three year campaign for Worcester and recent statistics show it has contributed to real change in the city.

As well as reducing car trips per person by 12%, public transport use has increased by 22%, cycling by 22% and walking by 17%.

Forster created the Choose How You Move brand and creative strategy based on intensive stakeholder research into local travel habits.  The brand aims to act as a motivating ‘personal travel coach' for the people of Worcester.  The priority public audiences are car-driving commuters, fitness-orientated adults, trend-setting young people and car-driving mums. 

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