The Project

ECF were appointed by the London Borough of Haringey to design and execute a communication and engagement strategy to allow the community to provide their feedback on the draft Walking and Cycling Action Plan. The document sets out the council’s ambitions for walking and cycling infrastructure across the Borough, alongside a list of proposed interventions to fulfil those ambitions.

The ECF team were tasked with creating a strategy that ensure a wide range of participation in the process across different demographic groups and from a wide geographical spread of people. The strategy and subsequent execution needed to provide a blend of digital and physical means through which people in Haringey could provide their feedback.

Programme

Having reviewed the local demographic analysis, the team constructed a programme that utilised the following:

• The Commonplace platform through which individuals could comment on a survey and mapping tool.
• An additional short survey was made available, which was promoted through a comprehensive digital advertising strategy, which included Facebook, Snapchat and Instagram.
• Four physical pop-up sessions were delivered in different locations in the Borough.
• Two interactive webinar sessions were held to provide residents with an additional opportunity to provide feedback.

Residents were able to contact the project team by phone and through an email account, meaning multiple means of participating in the process. The engagement period ran for eight weeks.

Outcomes

An estimated 2,000 people participated in the consultation process through the channels provided. The advertising programme secured over a million impressions, and it is estimated the advertising reached over 400,000 people in total, including through Polish, Albanian, Turkish, and other foreign-language publications.

A Consultation Report was produced and submitted to the Cabinet. Following the consultation process, the Cabinet voted to approved the Walking and Cycling Action Plan, which is now adopted policy in Haringey.