Saskatoon is poised to grow to half a million residents in the coming decades, increasing the demand for everyday travel. Building on the City’s all ages and abilities focused active transportation plan, there is a need to publicly communicate a shift away from auto-dominated streets towards a growing cycling and walking culture.
Growing active transportation is not just about a robust transportation network, it takes messaging that communicates the appeal, functionality, simplicity, and safety of bicycling and walking.
8 80 Cities worked with Copenhagenize to facilitate a broad public engagement campaign that strove to capture what would encourage Saskatooners to ride a bike or walk in the city. The engagement took an equitable approach to engage people of all ages and abilities.
Building on the outcomes of the engagement process, the final campaign launched in the summer of 2019. #BYXE was used online through various media platforms and displayed around the city. It was a campaign message that aimed to inspire anyone to use an active mode of travel.