Roll & Stroll

The West Midlands Combined Authority tasked One Black Bear with encouraging more people to walk and cycle as part of a £17 million government investment.

Lockdown saw a huge uptake in walking and cycling as the population sought exercise and fresh air outdoors. WMCA, in conjunction with Transport for West Midlands, wanted people to continue with these habits and consider walking or cycling to work or school, to see friends or to go shopping. These are all great ways to help the environment as well as individuals’ health and wellbeing, and are to be made much more accessible thanks to additional planned cycle lanes and safety measures.

We developed an illustration based campaign ‘Roll & Stroll’ that ran across OOH, radio, social and digital media as well as media within transport hubs.