RACV
‘Let’s ride’: post-pandemic behaviour change
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Discovery
Research
Naming
Behaviour change strategy
Brand identity
Website UI
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The COVID-19 pandemic saw a significant increase in the use of bicycles for recreation. Three Melbourne councils viewed this as an unprecedented opportunity to also encourage and promote bicycles as a viable transport alternative when people returned to work.
Hard Edge was engaged, as part of the chosen consortium led by RACV, to create a brand for the behaviour change program to encourage existing and new riders to increase their use of bikes for transport, in particular those who started cycling during the pandemic.
Hard Edge conducted a Discovery Session with major stakeholders before creating and developing the ‘Let’s Ride, Melbourne’ brand to normalise bike riding and highlight it as a fun, convenient and accessible way of moving for everyday activities, commuting and recreation.
A comprehensive suite of deliverables included brand personality, messaging and tone of voice; campaign logo, name, tagline and copywriting; concept development for outdoor advertising creative; and campaign website and social media.
Hard Edge met a demanding campaign timeline and deliverables were very well received by all stakeholders, with the brand described as ‘unifying and inspiring’ in the program evaluation: ‘It provided a strong visual identity and brought personality and fun to the program.’
The campaign successfully changed behaviour, with more people riding more for transport and feeling more motivated and confident to do so, and achieved a wide reach in 2½ months in market:
16,000 people participated in or engaged with the program
An estimated 2-2.5m people were reached through broad media channels and 1-1.5 million through other channels.
The ‘Let's Ride, Melbourne’ website, set up as a low-cost hub for the campaign, attracted almost 6,000 unique visitors, 12,000 page views and 7,000 website sessions in its first four weeks.
