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British Cycling's Turning the Corner campaign

We supported British Cycling to develop, plan and launch their first public campaign.

British Cycling is the UK's largest cycling organisation, and the governing body for cycle sport. With a membership of thousands they had lots of experience of getting people physically active, but were new to mobilising their membership for political action, or using the internet for public campaigning.


The campaign got off to a flying start with over 27,000 petition signatures, which were handed in to the Department of Transport by star cyclist and British Cycling policy adviser Chris Boardman in March 2017. In the second phase of the campaign over 5,500 supporters emailed their MP to ask them to support the changing in the rules. The Department for Transport committed to reviewing the Highway Code in relation to cyclists and pedestrians.


Through a series of workshops more onion worked with British Cycling staff to help them identify the right issue, targets and tactics for their first-ever public campaign - Turning the Corner. The campaign identifies a key change to the Highway Code which could promote the safety of road users - particularly cyclist and pedestrians - and which has been proven in action in other countries. Through a collaborative process we developed a campaign strategy clearly laying out public and behind-the-scenes targets and approaches, with a timeline for action.

Flexible support forimplementation

Once we’d set them up with more onion's e-campaigning toolkit, Campaignion, we helped British Cycling staff at every step, supporting them to develop a communications plan, to simplify and focus the messaging, and developing staff skills and confidence in using the e-campaigning tools.

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