Case Study: Soreen
Soreen's Cycle 4 Good campaign was developed within the context of the
Government's National Cycling Strategy which aims to quadruple the number of journeys
made by bicycle between 1996 and 2012.
Soreen considered how the company could get involved in promoting and
communicating that cycling is a flexible, relatively cheap and environmentally-friendly
way to travel in and around its locality in Manchester. It decided to create the
Cycle 4 Good Campaign which had four strands:
- Supported the opening of the Manchester Orbital Cycleway. 10,000 leaflets were
distributed to tell the wider community that the cycleway had been restored and
was open. It used the Soreen-sponsored elite track cyclist and world record
holder, Chris Hoy, to raise publicity around the inaugural cycle round the new
route.
- Partnered with the local Tesco Express to create a fundraising community cycling
initiative to get locals to cycle from one store to another in Greater
Manchester.
- Initiated a Back to School programme, helping new high school starters to cycle
to school, providing reflective sashes and a safe cycling briefing by Chris Hoy.
- Developed the Cycle 4 Good website providing top tips, cycling event information
and fun facts on cycling.
Silver Award Winner of 2007 Community Partnership Awards: Culture, Media and
Sport Category
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More Information
FDF has published a booklet called Working in the Community: the food industry in action
(pdf, 1.2Mb) . This publication features a range of company case studies and
Community
Partnership Award winners demonstrating how our members are forging
links
with
their local communities and consumers.
Last reviewed: 16 May 2008