In a bid to encourage eco-conscious commuting and sustainable travel options, the West Yorkshire Combined Authority, in collaboration with the West Yorkshire Ticketing Company (WYTC), today, launched a comprehensive campaign aptly named “Walk It, Ride It.” in Bradford.
The initiative aims to inspire residents, communities, and businesses across the region to make environmentally friendly travel choices while underscoring the manifold health and financial benefits.
At the heart of the campaign lies a commitment to showcasing the ease and diversity of alternative travel options available in West Yorkshire. The initiative also shines a spotlight on the simplified ticketing offers facilitated by WYTC’s MCard app, a not-for-profit, multi-operator, multi-modal ticketing system tailored to West Yorkshire.
Furthermore, the campaign will promote accessible journey planning on public transport and the support mechanisms in place to bolster pedestrian and cyclist confidence, including complimentary adult cycle training.
Ten individuals from diverse backgrounds across the region have been chosen as the faces of the campaign. These individuals will share their own travel experiences and shed light on the subtle adjustments that can be made to adopt more eco-friendly and cost-effective travel habits.
Running over a span of 12 weeks, this research-driven campaign has extensively collected data to comprehend existing travel behaviours and unveil public attitudes towards current travel options.
Tracy Brabin, the Mayor of West Yorkshire, expressed her vision for the campaign, stating, “Every trip matters, and everyone makes a difference. We want to encourage people to really consider their travel habits and make the right choice for the right journey. This campaign aims to do that by using real-life stories from people living within our communities to shine a light on their personal travel tales and how they are making a difference. We’re working hard to ensure transport in the region is easy, simple, and affordable, making a better-connected West Yorkshire that works for all.”
Image: Bradford City Council
Cllr Alex Ross-Shaw, Portfolio for Planning, Regeneration, and Transport at Bradford Council, highlighted the substantial benefits of sustainable travel, remarking, “Sustainable travel options such as walking, cycling, and taking public transport can help people save money, improve health and wellbeing, and are good for the environment. Through sharing people’s stories, the Walk It Ride It campaign will help promote these travel options to the wider community.”
Richard Armitage, Chair of MCard, urged residents to reconsider their transportation budget, stating, “Every West Yorkshire household has something to gain here. I urge you to spend more of your transport budget on the bus, the train, walking, and cycling. This will cut your travel costs overall. If you take our £4.50 MCard DaySaver, it is cheaper than taking your car. It lets you board any bus, gives you unlimited travel in West Yorkshire, and there are no parking fees when you arrive.”
