People across West Yorkshire are being encouraged to walk, cycle or use public transport as part of a major campaign launched this month.
Following a successful rollout in Leeds last year, the The ‘Walk It, Ride It’ scheme is now being rolled out across the region to include Bradford, Calderdale, Kirklees and Wakefield.
Led by West Yorkshire Combined Authority and West Yorkshire Ticketing Company (WYTC), the initiative aims to encourage people, communities and businesses to make sustainable travel choices by showcasing the ease and variety of alternative options across the region.
While raising awareness of the health and financial benefits of sustainable travel, the campaign will also reportedly highlight a range of simplified ticketing offers available through WYTC’s MCard app, journey planning on public transport and the support available to help people build confidence walking and cycling, including free adult cycle training.
Some 10 members of the public from across West Yorkshire are fronting the campaign, showcasing their own travel habits and the small changes people can make to enable more environmentally-friendly and cost-effective travel.
The 12-week campaign is research-driven, with extensive data gathered to understand existing travel behaviours and uncover people’s attitudes around current available travel options.
Mayor of West Yorkshire Tracy Brabin said: “Every trip matters, and everyone makes a difference. We want to encourage people to really consider their travel habits and make the right choice for the right journey.
“We’re working hard to ensure transport in the region is easy, simple and affordable, making a better-connected West Yorkshire that works for all.”
The campaign will be seen throughout West Yorkshire across social media, direct mail, billboards and digital sites, bus advertising and Spotify promotions.
Similar initiatives have been rolled out across the county, such as the Leeds e-bike hire scheme, with the first e-bikes now available to use. Working with operators, the mayor has also launched a number of new and more frequent bus services on various routes across the region.
Innovations and achievements in active and sustainable travel will be highlighted and celebrated at the second annual CiTTi Awards on 21 November 2023 at the De Vere Grand Connaught Rooms in London. Visit www.cittiawards.co.uk to learn more about this unmissable event for the UK’s transportation sector – and to book your table today!