Combined authority appoints marketing agency for walking and cycling campaign

The West Midlands Combined Authority (WMCA) has appointed marketing agency One Black Bear (OBB) for its campaign encouraging more people to walk and cycle.

Lockdown saw a surge in walking and cycling as the population sought exercise and fresh air outdoors. The WMCA, in conjunction with Transport for West Midlands, wants people to continue with these habits and consider walking or cycling to work or school, to see friends or to go shopping.

OBB’s campaign, themed ‘Roll & Stroll’, will run across radio, posters, social and online channels.

Media is being handled by David Geary at TankTop Media and will form part one of the initiative.

OBB has been appointed to extend the campaign further into road safety and to devise branding for the forthcoming cycle network.

Kate Hartshorn, managing partner at One Black Bear, said: “Winning new business during lockdown isn’t easy so it’s really gratifying on that front. Even more gratifying is being asked to create a campaign that encourages people to get more active following lockdown and, in doing so, helping the wider environment too – something that is close to our hearts at OBB.”

Sarah Wilson, strategic communications and marketing manager at the WMCA, added: “Covid-19 has reminded us of the importance of cycling and walking, which are now more popular than ever. We’re investing to create a region that supports healthy, greener and safer travelling, to help local people continue to roll and stroll. OBB have helped us to create a truly inclusive campaign that is being used by partners across the region.”