London Cycling Campaign – Rallying for zero carbon roads
Campaign identity / Messaging / Motion / OOH / Social media
We were drawn to the London Cycle Campaign because of their uniquely, precise focus on cycling as a way to target climate change in London. Knowing the impact of climate change and pollution on London’s children TEMPLO made this the hook for the whole campaign.
The London Cycling Campaign (LCC) is an independent membership charity lobbying for better conditions for cycling in London. The Mayor of London has committed to a zero-carbon London by 2030. The government has committed to half of all urban journeys being walked or cycled by 2030. Now every London borough has to take action too.
The LCC launched its Climate Safe Streets campaign to cure London of its car addiction and reorganise our road system so that walking, cycling, and zero carbon micro-mobility and public transport/on-demand services, replace avoidable car use by 2030.
The radical campaign identity is centred around conversations between children and the LCC about the climate crisis. They ask ‘are we nearly there yet?’ to which the answer is ‘sadly yes…’ This dialogue rallies the audience to push for political change and MPs to commit on LCC’s demands.
In a big departure from LCC’s previous campaign identities (which all sat close to LCC’s master brand), this campaign consciously uses distinctive bold colours and strong typography to hammer home the campaign’s objective to achieve a zero carbon road transport system for London by 2030.
A clear blueprint for London to meet the challenge and be the first to create zero-carbon roads.