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Cycling for Women Project
Summary
An action research project to understand why less women than men cycle and finding ways to encourage more women to cycle in London. To help women overcome barriers, the project provided cycle training, bike maintenance workshops, easy group rides and newsletters.
As a result, more women have gained confidence to make increased bike journeys. Women's Design Service (WDS) are looking to expand the project throughout London and raise awareness amongst policy makers of the issues women face when cycling.
Barriers identified include: feeling unsure; worried about safety in traffic; lack of access to bikes.
Key motivators
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Its 'free': Loan of bikes and equipment at no cost provided incentives for those without bikes.
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Financial incentives: £25 vouchers were given to everyone completing the research survey.
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Targeted approach: the project was aimed specifically at women, which helped women to feel confident to take part.
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Training: free maintenance and road safety classes improved skills and experience.
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Information: a targeted newsletter plus distribution of existing cycling resources (maps, booklets, insurance) helped inform newcomers about cycling.
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Confidence: training and peer support provided particpants with the confidence to cycle and helped overcome barriers and negative perceptions.
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Ownership: questionnaires and focus groups identified participants motivators and gave them ownership that their say was being heard and taken forward.
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Fun: activities were enjoyable and provided an opportunity to meet other people.
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Convenience: classes were held at local venues and travel and child care costs were paid for by WDS.
Top tips to their success
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Recruit volunteers: they can be a huge asset to a project on limited funds.
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Use the media to promote the project and target it to your audience (e.g. community/voluntary organisations).
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Find a human angle when promoting media stories and get quotes to make it interesting.
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Use quality photographs: spend money on a good photographer who can capture the activity as well as making particpants feel important.
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Get support from a local celebrity or politician to give the project credibility, support and added attraction.
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Network: use your existing contacts to spread the word about your project and gain extra funding.
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Give something away for free!
Contact details
Alix Stredwick
Women's Design Service
52-54 Featherstone Street
London EC1Y 8RT
Tel: 020 790 5210
Email: astredwick@wds.org.uk
http://www.wds.org.uk
