Transport for London (TfL) has launched a new campaign aimed at encouraging people to ditch their cars in favour of walking. The "Why not walk it?" campaign is part of a £126m investment to improve conditions for pedestrians.
The campaign, which starts this week, will run across posters and radio and will focus on parents taking their kids to school and people commuting to work. It has been created by WCRS with media planning and buying by Mediaedge:cia.
The money, which is being provided by TfL and London Mayor Ken Livingston, will fund new pedestrian crossings, lowered curbs and improved signage across the capital. It will focus on both local borough schemes and major roads.
Last year, TfL ran a campaign to encourage Londoners to cycle rather than use their cars. The "You’re better off by bike" campaign, which was created by M&C Saatchi, ran on TV.