Newcastle City Council came to Rollingball Productions with a cycling education campaign brief to promote and encourage cycling in the city of Newcastle.
In response to the brief, we spent time researching previous cycling campaigns and took to the community to establish what motivators and barriers currently existed in Newcastle.
We found that health and wellbeing was one major motivator and safety was a barrier that effected a majority of community members. Rather than tackle a campaign that focussed on the relationship between cars, pedestrians and cyclists, we decided to promote the use of shared pathways through a cultural change campaign – to get Novacastrians on their bike and discover the city by bike via the abundance of pathway options. This was implemented through a cross section of media including television, billboards, traditional print and social media.
Local talent was cast to represent a variety of suburbs and demographics partaking in the activity that resonated with the local community to encourage everyone to get on their bike!
The campaign was well received and reached a local, national and international community. Through the Council’s post on Facebook alone, the commercial was viewed over 85,000 times in the first month and the comments encouraged good reason to be proud of our work and evoke a sense of pride in our city.