Focus of work
Roger has been reporting on transport for 35 years as part of his previous job as the BBC’s Energy and Environment Analyst. Roger’s strong feeling is that pedestrians, cyclists and bus users get a raw deal in the media, especially compared with the regular stories on aviation (used by a minority of the travelling public), cars and trains. This mismatch is especially poignant now that we understand the benefits of more active transport on health, and as the government itself has expressed a determination to reduce the amount of car usage.
For this fellowship, Roger interviewed transport campaigners to find out how they can run a successful campaign to tame the car.
Using insights from these interviews, Roger presents key advice and recommendations for experienced and less experienced campaigners. He explores crafting an effective campaign through brand awareness, messaging, communications, storytelling, social media, and more.