Case Studies

Issue
Blue Rubicon was working with Cycling England, which runs Bike to School Week - an annual initiative designed to encourage more young people to enjoy the benefits of cycling to school. The challenge was to create media profile for the event, specifically around children’s need to escape a cotton-wool culture.

Solution
Populus conducted an online poll of over 500 parents of 5 to 15 year olds asking parents their views towards their children cycling.

The survey found that two-thirds of parents either prohibited their children from cycling alone or limited their child’s cycling to immediate road or neighbourhood streets and that almost three-quarter of parents incorrectly believed that the number road accidents involving cyclists had increased in the last 10 years.

Outcome
The findings helped Blue Rubicon create a media story which resulted in significant media coverage including The Daily Telegraph, The Guardian, The Times, Sunday Times, The Sun, Daily Express, BBC Radio Five Live, 39 regional press articles and 17 regional radio broadcasts.