New campaign launches across West Yorkshire to help people make more sustainable travel choices

First-person travel stories featuring local people to promote transport campaign

People across West Yorkshire are being encouraged to walk, cycle or use public transport as part of a major campaign launched today (Monday 18 September).


The initiative – led by the West Yorkshire Combined Authority and West Yorkshire Ticketing Company (WYTC) – aims to encourage people, communities and businesses to make sustainable travel choices by showcasing the ease and variety of alternative options across the region, whilst raising awareness of the health and financial benefits.


It will also highlight the simplified ticketing offers available through WYTC’s MCard app, the not-for-profit, multi-operator, multi-modal ticketing scheme for West Yorkshire, as well as journey planning on public transport and the support available to help people build confidence walking and cycling, including free adult cycle training.


Ten members of the public from across the region are fronting the campaign, showcasing their own travel habits and the small changes people can make to enable more environmentally-friendly and cost-effective travel. 

The 12-week campaign is research-driven, with extensive data gathered to understand existing travel behaviours and uncover people’s attitudes around current available travel options.

Tracy Brabin, Mayor of West Yorkshire, said:

“Every trip matters, and everyone makes a difference.

“We want to encourage people to really consider their travel habits and make the right choice for the right journey.

“This campaign aims to do that by using real-life stories from people living within our communities to shine a light on their personal travel tales and how they are making a difference.

“We’re working hard to ensure transport in the region is easy, simple and affordable, making a better-connected West Yorkshire that works for all.”



Tracy Brabin, Mayor of West Yorkshire, at the Walk it Ride it campaign launch in Bradford with Annie Thompson. 

Richard Armitage, Chair of MCard, said: “Every West Yorkshire household has something to gain here. I urge you to spend more of your transport budget on the bus, the train, walking and cycling.

“This will cut your travel costs overall. If you take our £4.50 MCard DaySaver, it is cheaper than taking your car. It lets you board any bus, gives you unlimited travel in West Yorkshire, and there are no parking fees when you arrive.”

The initial ‘Walk It, Ride It’ campaign proved such a success in Leeds last year, it is now being rolled out across West Yorkshire to include Bradford, Calderdale, Kirklees, Leeds and Wakefield, and the Mayor unveiled the new campaign in Bradford today. 

This campaign will be seen throughout West Yorkshire across social media, direct mail, billboards and digital sites, bus advertising, Spotify promotions as well as local radio. It features ten real-life, first-person travel and transport stories from across the region.

These include:

  • Belle Whiteley from Gilstead near Bingley, who describes why walking means so much to her, not just for work, leisure and walking her dog, but why she is unable to drive because of a visual impairment
  • Patrice Garland from Kirklees, who shares her story about how cycling has made such a positive impact on her life
  • Mae Presley and her brother Patrick from Horsforth, who make the most out of unlimited travel getting to college and going out together on the bus
  • James Thompson from Rodley who, as well as doing nursery pick-up bike rides with his young daughter Annie, explains how cycling with the family has a positive impact on their health and wellbeing, as well as finances

The initiative comes as the new Leeds e-bike hire scheme is being rolled out, with the first e-bikes now available to use. Working with operators, the Mayor also launched a number of new and more frequent bus services on various routes across the region.

The ‘Walk It Ride It’ campaign also supports the Combined Authority’s Connectivity Plan and ties into the Mayor of West Yorkshire’s pledge to tackle the climate emergency.