Legendary Journeys by Bus: a journey to success
The programme was promoted via two engagement methods:
- In person engagement: Direct interactions with the audience at face-to-face events.
- Accessible materials: Distribution of materials via channels already frequented by the audience, such as libraries, leisure centres and educational institutions.
Now that the project has concluded, it presents an opportunity to reflect on the findings. With this data, we can assess the impact and effectiveness of the programme that will help guide similar initiatives in the future. Our findings are based on 403 surveys completed by residents with children living in Cornwall. The interviews were undertaken across the five key areas engaged during the programme (Falmouth, Newquay, Penzance, Truro and St Austell).
Campaign awareness:
From the respondents, 16% (n=64) had heard of the ‘Legendary Journeys by Bus’ campaign, with an equal percentage (n=63) having seen the campaign images before. The majority of these respondents (41%) recalled seeing the campaign images at a library and with 25% seeing them at a bus station, reflecting some of the key sites we engaged during the programme. Campaign awareness is really important in ensuring the campaigns message is reached by the target audience, in turn effectively promoting participation in the programme.
Field guide visibility:
Field guide visibility was a key aspect of the programme’s success with 14% of respondents (n=55) having seen the folklore field guide before. From this, 56% confirmed picking up a guide for their children to use on the bus. In context to the field guide pickup locations, 35% of guides were acquired from libraries, with 16% obtained from either bus or train stations. Due to the nature of the programme which targeted residents of Cornwall, specifically adults with young children, this data is useful in determining the most appropriate locations for this demographic for future campaigns.Impact of the field guides:
In relation to the folklore field guide impact, an impressive 94% of respondents who collected a copy agreed or strongly agreed that the content was fun, interesting and of high quality. 87% agreed or strongly agreed that their child enjoyed using the guide, found it easy to use, and felt it made the idea of using the bus fun.
Furthermore, 84% agreed the guide engaged their child, and 61% of respondents agreed or strongly agreed that it made them want to make a bus journey. These results demonstrate the potential well-designed tools have in influencing travel behaviours positively.
Behavioural changes:
47% of respondents who recalled seeing the Legendary Journeys by Bus campaign, and had picked up a field guide, stated they had considered making a journey by bus with their children/grandchildren and 18% stated they had made a journey by bus after doing so. Of those who made a journey a notable 90% would be prepared to use the bus again for the journeys that they made.
Understanding behaviour change is a key indicator of the success of the Legendary Journeys by Bus campaign and it is vital for tailoring effective future campaigns. For example, if the programme makes bus travel more fun and engaging for children, it is likely that parents may be more inclined to use the bus for journeys they undertake without their children, as well as with them.
In conclusion, the Legendary Journeys by Bus campaign has demonstrated great success in promoting bus travel among families in Cornwall. The effectiveness of the campaign is reflected in the high levels of engagement and positive feedback received. It highlights the potential for campaigns like this to transform public perceptions, encouraging people to view bus journeys as more than a trip, but as exciting adventures. Being able to influence families with young children through this campaign is also impactful in shaping future generations, to keep bus travel a fun, feasible, and sustainable option. The insights gained from this project are invaluable in shaping future campaigns.
It has been a pleasure to work with Cornwall Council, their library service, TfC, First Bus Kernow, Stagecoach Southwest, and Go Cornwall Bus on this exciting intiative.
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