Join the PubAffairs Network

Established in January 2002, PubAffairs is the premier network and leading resource for the public affairs, government relations, policy and communications industry.

The PubAffairs network numbers over 4,000 members and is free to join. PubAffairs operates a general e-Newsletter, as well as a number of other specific group e-Newsletters which are also available to join by completing our registration form.

The PubAffairs e-Newsletters are used to keep members informed about upcoming PubAffairs events and networking opportunities, job vacancies, public affairs news, training courses, stakeholder events, publications, discount offers and other pieces of useful information related to the public affairs and communications industry.

Join the Network
Advertising & Sponsorship
Join the Network
Bradshaw Advisory

Westminster Advisers (WA) worked together with the Cycle to Work Alliance (Cyclescheme, Cycle Solutions, Evans Cycles, Halfords) in their campaign entitled "Saving the planet, saving lives". This campaign has provided them a spot in the Shortlist for the best Public Affairs Campaign at next week's CIPR Excellence Awards.

The Public Affairs Campaign category, supported by PubAffairs, recognises a campaign which has influenced the public policy agenda or the legislative process, utilising either lobbying or broader grassroots public affairs tactics. The Excellence Awards dinner will take place on the evening of next Tuesday 17 June at Old Billingsgate, London.

Cycle to Work Alliance and Westminster Advisers

Campaign: Saving the planet, saving lives

Brief and objectives

The Cycle to Work Alliance brings together the four largest providers of the cycle to work scheme, a tax-exempt employee benefit which incentivises individuals to commute by bike. Within a context of heightened scrutiny on all aspects of public spending, and a poorly understood policy rationale for the scheme, our brief has been the protection of the tax relief underpinning the scheme, to ensure its continued commercial success.

Our objectives were to:

  • Counteract and overturn negative perceptions regarding the scheme;
  • Ensure the scheme is recognised by Government as a core tool in delivering  a range of policy objectives;
  • Improve understanding among policymakers of the role of the scheme in achieving public health and sustainable transport objectives;
  • Increase participation – generating business growth for Alliance members.

Strategy and tactics

WA’s strategy was to develop a robust quantitative evidence base to generate a cross-party political support network for the scheme from an environmental, public health and cost-of-living policy perspective.

Generating a robust evidence base

We used our clients’ networks to survey 18,000 users and 700 employers taking part in the scheme, generating a substantial evidence base – the first time a quantitative assessment of the scheme’s benefits had been undertaken. From thorough analysis of the evidence we developed arguments to show alignment with the Government’s policy agendas and win their support.

We produced two reports – The Green Way to Work and The Healthy Commute – focused on sustainable transport and public health, respectively. Using independent analysis tools, including the World Health Organisation’s HEAT assessment, we quantified the environmental and public health benefits of the scheme, including:

  • 500 deaths prevented;
  • £5.1bn (over 10 years) saved to the public purse;
  • 112,210 tonnes of CO2 saved.

Engagement with government departments

Using our research findings as a hook, we engaged with key government departments including Department for Transport (DfT) and Department of Health (DH), to drive recognition of the scheme, demonstrating how it contributes to their specific policy objectives and fostering support to counteract any attempt from HM Treasury to scrap the tax relief.

To capitalise on the increased focus on public health issues from the Government, WA engaged with a number of senior officials at DH, articulating the health benefits of the scheme and the role of employers in supporting cycling.  We highlighted how increased levels of physical activity reduce obesity, stress, and the rates of non-communicable diseases such as CVD, stroke, diabetes and cancer, all of which are priority areas for DH.

Parliamentary engagement

WA undertook an extensive multi-channel parliamentary engagement programme in order to build cross-party support for the scheme, incorporating targeted use of social media to raise awareness of its benefits. Our social media campaign reached in excess of 70,000 people, by targeting cycling-friendly MPs active on Twitter including the co-chairs of the influential All-Party Parliamentary Cycling Group (APPCG) and several leading members of the Transport Select Committee.

WA briefed a targeted group of parliamentarians and fostered close links with the APPCG in regard to its Get Britain Cycling inquiry. This was complemented by a constituency engagement programme, providing MPs the opportunity to visit local employers offering the scheme to demonstrate its benefits.

Stakeholder engagement

WA successfully won endorsement from a range of third-party stakeholders, including world-renowned academics from Oxford University who verified the Alliance’s analysis, further enhancing the evidence base. In addition, securing endorsement for the scheme from third-party organisations such as Sustrans, the Royal Society of Public Health and the UK Health Forum provided important credibility for the findings of our research.

Outcomes – delivery of public affairs objectives

WA’s public affairs campaign successfully delivered on our clients’ objectives:

Counteracting negative perceptions

Generating a quantitative evidence base has enabled us to address and overcome negative perceptions of the scheme. The Alliance is now able to compellingly articulate how the scheme attracts new cyclists, targeting those on lower incomes and delivering tangible sustainability and public health objectives.

Recognition by Government as a core policy tool

Engagement with Government has secured public support from the cycling minister and public health minister. We worked closely with DH to list the scheme as part of the department’s flagship Public Health Responsibility Deal policy. This endorsement has embedded the scheme as a policy tool, increasing recognition among policymakers of its role in achieving their objectives.

Improving understanding among policymakers

Parliamentary engagement created a network of supportive MPs across all main parties who raised the Alliance’s concerns in Parliament, including former Secretary of State for Culture, Media and Sport Ben Bradshaw MP and shadow cycling minister Richard Burden MP. Engagement with the APPCG enabled us to field a witness at an oral evidence session as part of their Get Britain Cycling inquiry – highlighting how the scheme delivers greater levels of cycling uptake in the UK.

Delivering increased scheme participation rates

Endorsement from Government and wider support from MPs has created greater policy and political stability regarding the future of the scheme, in turn increasing confidence among employees and employers to participate. 164,317 individuals participated in 2013, up 16.4% from 2012.