Angela Hutchins December 16, 2008

Does anyone have experience with running / encouraging / promoting / kick starting word of mouth or peer pressure campaigns to encourage sustainable behaviour? Specifically I am looking at developing a 'cycle ambassador' scheme, where existing cyclists are encouraged to recruit friends, family, colleagues, etc to take up cycling. This is working on the principle that the best 'weapon' that we have to encourage people to take up cycling is existing cyclists. We will develop supporting materials on motivation, over coming barriers and basic sales psychology for the ambassadors, as well as providing incentives for people to recruit their contacts. There will also be incentives to overcome barriers for the new recruits, such as lights or locks. Does anyone have any tips regarding peer pressure campaigning regarding maintaining motivation of recruiters? Any other tips also welcome!

Best,
Alexis