Effective, Inviting & Inclusive Campaigning - Workshop and Ideas-sharing

Matt Turner - CycleSheffield

Effective, Inviting & Inclusive CampaigningWorkshop and Ideas-sharing

Matt Turner, Chair of Cycle Sheffield

@CycleSheffield

WORKSHOP & IDEAS SWAP•We’re going to share some of the events, campaigns & initiatives we’ve organised•We want you to tell us what you’ve been doing in your local groups

•CycleSheffield is a voluntary group with no paid staff•We have a core organising committee and over 500 paying members

CYCLESHEFFIELD’S PUBLIC IMAGE•Reflecting the range of people you want to attract•Building a credible and professional local presence

Welcome to Yorkshire!

To join our club you have to wear the uniform

Starting to look like fun..... (Tour De France, Summer 2014)

Bring the family! (Space for Cycling Big Ride, April 2015)

How we got better photos!

• Befriend a professional photographer!• Get a mix of portrait shots & scenes• Go for colour, vibrancy and personality•Stage events!

Old website

New website

CAMPAIGNING ACTIVITY•Focusing public concern•Reducing the barriers to taking action

Problem: Major new city centre development likely to neglect cycling as a transport option

Solution: Make sure the new development include safe cycle routes and bike parking

Opportunity: There is a consultation now which will dictate the priorities of the development.

Mechanism: Postcards

Barriers to action reduced by: Postcards are pre-printed. Just add a name and postcode and send to freepost address.

Mini Campaign: Sheffield Retail Quarter Consultation

Problem: Lots of cyclists who have come off their bikes on tram tracks, often causing injury.

Solution: Make routes along tram tracks safe.

Opportunity: Council does not know scale and is trying to fob us off with warning signs.

Mechanism: Website where people can report crashes on the tram tracks. We collect the data.

Barriers to action reduced by: People know where to turn if this happens, web form easier to fill in than email to council.

Ongoing Campaign: Tramcrash.co.uk

Problem: Most people in Sheffield are denied the freedom to ride a bike because of a hostile urban environment.

Solution: Create Space for Cycling so everyone has choice to use a bike for transport.

Opportunity: May 2015 local elections saw local council politicians up for election.

Major Campaign: Space for Cycling, Spring 2015

Mechanism 1. Website where people can ask their candidates to support a specific improvement in their ward.Barriers to action reduced by: Website means individuals don’t have to hunt out email addresses for candidates, they can customise a template message.

Major Campaign: Space for Cycling, Spring 2015

Mechanism 2:Mass Ride where people can show their support.

Barriers to action reduced by: It takes little knowledge or commitment to stand up and be counted as part of a mass ride. You just have to turn up!

Major Campaign: Space for Cycling, Spring 2015

Ad hoc reactive campaigns

COMMUNICATION•Using human-friendly language•Maintaining a constant presence

We walked around site and Matt explained to us exactly what was happening where.

E.g.

“This road where you’re standing will become the main access road to the new carpark.”

Sheffield Retail Quarter site visit

Facebook Page

Blog

Email newsletter

EVENTS•To be fun• To attract new supporters•To allow you to get good photographs•To allow you to maintain a local presence

CycleSheffield Awards 2014

‘Cycling in the Pub’ talks and socials

Streetfilms showings

Local festivals presence e.g Sheffield Design Week 2015

Now tell us what you’ve been doing...