The Case for Cycling

I) the Cycling Challenge Over half of all car trips are less than five miles in distance and around a quarter are less than two miles. Five of every six trips begin and end at home. Cycling England (CE) has demonstrated that many people can and will cycle more often, given the right environment or incentives. If granted the funding, CE will by 2012 2. Increase cycling by at least 20% compared to current levels 3. save up to 50 million car journeys a year mainly in congested areas and at peak times 4. Save 35,000 tonnes of CO2 a year 5. Improve public health and local air quality 6. Reverse a generational decline in the numbers of children cycling to school and cut the number of cars on the school run by 5%

Current Programmes 1. The ‘Young People’ programme targeted children aged 9 – 12 and focused on the trip to school a. investment in developing cycle training (Bikeability) b. safe routes c. schools cycle champions (Sustrans funded Bike It Officers) 2. The ‘Place’ programme a. Use ‘Cycling Demonstration Towns’ to prove that levels of investment common in the best European ‘cycling towns’ (~£5 - £20 per head) could lead to significant increases in cycling in England b. Since October 2005, six towns in England have been investing at the rate of £10 per head in a range of hard and soft measures to promote cycling - Aylesbury, Brighton and Hove, Darlington, c. Derby, Exeter and Lancaster and Morecambe 3. The ‘Local Support for Local Providers’ programme d. current Local Transport Plan (LTP) investment in cycling e. help local authorities to deliver quality improvements for cycling 4. The Health programme 5. The Communications and Marketing programme

Learning so far  engage people before targeting trips  effect behaviour change before culture change  allow adequate start-up time for planning details and recruitment  detailed plans, focussed professional resources and senior commitment  continuity, consistency, and security of funding  on-going central management/supervision and regular review  use a focussed approach, for greatest impact  use a ‘champion’ or team of champions whether this be at a school, in a cycling club, in the workplace or in the community, the champion has significant impact and success in meeting objectives.

New strategy Principles:  use proven projects and programmes and learn from past successes and failures  Provide part of the solution to the transport challenges identified and offer good value for money for the investment.  Start with identifying potential new people, then trips. i.e. more people cycling, more safely, more often  Be realistic by recognising that many people do not know about cycling or simply do not want to cycle

Work ONLY with willing targets, with an integrated package of interventions and in a ‘whole environment’ i.e. community, town, school. This means targeting children, people under 35 and ‘Family’ members, especially mums. Start of with ‘easy’ trips - school and family rides at weekends for leisure Then focus on the trips to work and the station Finally, look at personal business / shopping

Measures: i. Number of additional cyclists ii. Number of additional cycling trips iii. Number of reduced car trips Leading to reduced congestion, pollution and better health.

Training By 2012 every child will have the There are already two tested and Bikeability opportunity to achieve Bikeability successful funding mechanisms for Level 2 Bikeability – Local authorities and School Sports Partnerships (SSPs) (every school in England is in one of 450 SSPs managed by the Youth Sport Trust) British Cycling is currently being funded by Cycling England to develop an ‘on-road’ child training module for its Go-Ride programme such that Bikeability can be delivered by some of the 1000-strong network of British Cycling coaches through Go-Ride clubs. Schools Every primary and secondary Each Bike it Officer currently costs Champions school in England to have the £50k all in and can work with 12 opportunity of a dedicated schools per year champion for cycling

Safe Routes Build 600 new safe links to school and provide 1000 additional parking facilities

Active Expand the network of schools Cycle club schemes such as Go-Ride Recreation cycle clubs doubling the number run by British Cycling integrate club & Sport by 2012. Provide cycling as an development, coaching activities, option for extended schools’ from youth participation and talent 2008. Provide tools for schools to identification programmes for young engage families in cycling people into one single programme. activities from 2008. This builds a network of school and community based cycling clubs that are trained, resourced and skilled to meet the challenge of integrating young people into a recognised club structure. This can introduce young people to a range of cycling disciplines such as mountain biking, BMX and Track Riding. Such activities help make cycling a life-long habit, hobby or full-time sport.

National START Cycling Programme Research shows that at least 40% of children say they would cycle to school if they could. Only 1% do. Children aged 7 – 12 are Cycling England’s primary target audience. 1 in 5 boys (21.8%) and over 1 in 4 girls (27.5%) either overweight or obese. 30% of boys and 39% of girls not achieving the recommended level of physical activity

The START cycling programme will work with every primary and secondary school in England to promote and provide the environment for cycling to be a lifelong habit for children. The ultimate aim is that every child who wants to will have the skills and confidence to cycle, safely, both to school, and for fun. Targeting people 1. Identify the groups of people most likely to cycle. Assume people:  will not cycle less than 1 mile or more than 5 miles  will not switch from their car to a bike if the journey will take more  than 20% longer  will not start a cycling habit via ‘difficult’ regular trips  have a variety of legitimate reasons not to cycle at all, or regularly, which must be identified and tackled, such as o Not owning a bike o Distance o Age o Time of day o Convenience / space o Baggage o perception of danger o weather o facilities required at trip beginning and end

In London  60% of Londoners don’t have access to a bike  24% have access to a bike but don’t ride it  11% cycle every 3 weeks  5% cycle x3 a week

The best targets are people who are likely to cycle because they have a bike, ride it already (at least for leisure, even if rarely) and recognise a benefit (health/ fitness, family-time, speed / time-saving, enjoyment, environmentally friendly). Interventions

Parking Safe routes for all schools School travel planning Business travel planning Personal travel planning signage maps schools champions after school clubs (where cycling is offered as an active recreation / participation in physical activity). extended school - Cycling can be offered both as a physical activity / sport as well as a key means of transport to extended schools activities off-site. Themes

Partnerships: Government offices, Regional Development Agencies (RDA’s), Chambers of Commerce, Sports Councils, Learning & Skills Councils, Local Authorities, Primary Care Trusts (PCTs), Private engineering companies, planning consultancies.

Public Health: Prescribe a bike Miles better Step ahead

Regional and Local Tourism Time trials Sand Trails Borrowers trail Leighton Loop / Green Wheel Church trail History trail Literary trail

Promotion Buzz about bikes

Activities BMX park BMX track Mountain biking Cycle festival Family Trips Mass participation rides Rides for Charity

Cycling holidays Marketing and promotion Branding Marketing and communications strategy Bike to School Week Bike Week