Londoners Stretch Their Legs in TFL's Now's the Time Campaign

VCCP and Transport for London (TfL) have launched its campaign encouraging people to choose walking and cycling as an enjoyable way to get around the capital.

As government lockdown restrictions are gradually eased, Londoners are returning to the capital’s workplaces and attractions. To make social distancing possible on public transport, Londoners are being asked to travel at quiet times or in different ways, including using new and existing walking and cycling routes. TfL’s Streetspace for London plan is helping people to walk and cycle by introducing new temporary walking and cycling infrastructure, which help to support social distancing and active travel. So far, more than 16,500 square metres of extra pavement space and more than 46km of new or upgrade cycle lanes have been built or are under construction.

The new advertising campaign ‘Now’s the time’ launches with a 30 second TV spot which shows people enjoying their A - B journeys - whether stretching their legs on the way to the shops or getting a workout when they cycle to lunch.

The film is set in a sunny London, with the voiceover highlighting the physical and mental benefits of getting about by bike or by foot. The campaign will run across TV, VOD, OOH and DOOH, with the latter already having launched in late July.  

Miranda Leedham, head of customer marketing and behaviour change at TfL, said about the campaign: “Now is a better time than ever to discover the benefits that active travel can bring. Our new campaign highlights the huge potential walking and cycling have to transform people’s lives in our city, by boosting health and mood, cleaning up our toxic air and cutting congestion and road danger for everybody. We’re determined to make London the world’s most walkable city and to make it the world’s best big city for cycling, with our Streetspace programme leading the way in revolutionising how people get around the capital.”

Simon Learman, creative director VCCP added: “We wanted to capitalise on the current positive shift in attitudes towards walking and cycling. But we knew there was a limited window of opportunity as the lockdown began to ease. So we had to be fast to market, which meant moving away from traditional production methods.

Our approach with TfL was to create a ‘movement’, landed through a clear yet compelling narrative: Bike it. Walk. Let’s make every journey matter. This was supported through inspirational, relatable and inclusive visuals. 

Creating a dramatic shift in behaviour is a bold challenge at the best of times. But in just four weeks, from briefing to delivery, we worked with TfL to create a real feeling of both the enjoyment and the urgency to start travelling by bike and by foot.”