A social media case study showing a successful campaign to achieve behavioural change to sustainable transport for Brighton & Hove City Council, delivered by social media agency Qube Media.

1. Brighton & Hove City Council
Behavioural change social media case study
Promoting sustainable transport

2. CHALLENGE
Brighton & Hove City Council wanted to
change travel behaviour in the city –
specifically encouraging people to drive less
and walk, cycle, bus or train more.
In partnership with

3. INSIGHT
Simply trying to tell people to change, or giving
them information and expecting them to act on
it, may not work if you forget to consider the
benefits people derive from certain behaviours.
The Guardian (March 2011)

4. INSIGHT
One of the key influencing factors on travel behaviour*:
habit
*Derived from Triandis’ Theory of Interpersonal Behaviour

5. WHAT WE DID
Our strategy for this campaign was to
encourage people to scrutinise their
travel habits.
We would invite them to ‘self-report’ and
share their travel behaviour publically in
social media. Supported by information,
this activity could prompt people to change.

6. WHAT WE DID
We created a hashtag for Twitter. We asked the public
simply to tweet how they were travelling each day,
where they were going and use this hashtag. There was
no judgement on how they ‘should’ travel
#twago
[TWeet As you GO]

7. WHAT WE DID
We rewarded participation with prizes for best tweets

8. WHAT WE DID
We had started a conversation about transport on
Twitter. We then pulled it together on a Twago blog
We hit the streets of
Brighton to find out
what people felt
about transport
issues

9. WHAT WE DID
We engaged Influencers by inviting them to guest blog

10. WHAT WE DID
We published participation weekly on the blog
with the aim on introducing social comparison –
community ‘ judgement’

11. IMPACT
We engaged a large chunk of Brighton Twitter universe
369,676
Awareness of Twago: Potential reach on Twitter
Brighton
active
accounts
17%
participated
in Twago

12. IMPACT
People tweeted about transport MODE
broken down bus blocking north street, we cyclist types smugly weaved our way through the
traffic to freedom. 2 wheels=better than 4. #twago askgoneonfire
it is way too hot to be on a bus this full. Another check in the cycling column i reckon #twago
askgoneonfire
awesome bus ride in with @lola_bones.then a lovely wander around victoria garden #twago
special_noodles
left bike at pub after unexpected demotion to designated driver... bus to work today :
( #twago micheal rose
I'm grumbling about having to walk home from the station rather than cycle. I miss my bike,
or more accurately, my bike lock #twago blogbookblog
Going to jump into my dry, leather-lined, air conditioned f**k-off big black Volvo &
cruise home, listen to tunes, & stay DRY! #twago jasontill

13. IMPACT
People tweeted about transport CHOICE thinking
about why they travel the way they do
Drove in today... no good reason other than lazyness, I admit it... #twago nijay
Looking forward to my sweaty cycle up hill to the pta meeting while the yummy mummies
fly by in their cars #twago Rosie Fresh
Saw neighbor who thinks I’m a ‘natural pedestrian’ while I was in a car yesterday - she
waved but I felt obscurely guilty for driving #twago Key Sexton
Boo am driving all way to Rustington today. Would take train but buses up to Hove station
are rare and baby is heavy! #twago hovehousewife
For the first time in ages i don't have to get into the car today. Train and Shank's Pony is
best. Especially when it's sunny. #twago
Today I have walked everywhere because I am very good. #twago mrsPboutique
For the first time in ages i don't have to get into the car today. Train and Shank's Pony is
best. Especially when it's sunny. #twago timmission
car-less and cycling everywhere with 2 children is not fun on these roads. More cycle lanes
please. #twago victoriajane
I walked 4 minutes into work this morning, its a minimal distance but i DO feel that i am
deserved of a #TWAGO prycie

14. IMPACT
We extended influence and awareness through media
52,592
Awareness of Twago: Monthly average traffic

15. IMPACT
We could identify triggers to transport mode
choice in real-time
…weather
…money
…lifestyle

16. IMPACT
We received honest feedback on local transport

17. IMPACT
Twago prompted people to start
scrutinising their habits

18. IMPACT

19. Qube and Peter Brett Associates
• Qube has partnered with global infrastructure
consultancy Peter Brett Associates on a number of
projects using social media to change travel behaviour
and promote sustainable transport.

20. Qube Media
A leading social media agency with
a focus on behavioural change
Contact us if you would like to
understand the new marketing
landscape and to discuss how we
can help you engage the public
+44 1273 689 672
hello@qubemedia.net
www.qubemedia.net