Amateur cyclist races rally pro for Ashford Council active travel video
Handlebars Vs Cars ‘is a Top Gear style’ challenge designed to encourage more people to use two-wheeled pedal power for short commutes.
Pitting British rally cross driver Tristan Ovenden against journalist, TEDx curator, broadcaster and sustainability expert Liu Batchelor, Ashford Borough Council wanted to showcase the benefits of active travel compared with driving.
Campaign transparency was a key consideration in the concept, with full details of all preparations, including chosen routes, shared online before the actual event – which took place on 6th June 2024, during Bike Week. According to the authority’s own LinkedIn post at the time, this approach aimed to bring down some of the ‘ perceived barriers to cycling such as accessibility, affordability, confidence and safety fears.’
The race itself was from the suburb of Singleton, home to the Ashford Green Corridor Local Nature Reserve, to the town’s International Railway Station. A journey of eight miles, action was live streamed from dashboard and helmet cameras, before the video above was produced for post-stunt promotion.
This also kick-started another stage in Ashford Borough Council’s campaign. Members of the public were invited to submit their own photos and thoughts on cycling in the town, with contributions then used for a follow-up Community Cycling Champions video, bringing together user generated-style content to further showcase where active travel investment has been taking place, and its impact on travel through and around the area. Watch the follow up film below, find the authority’s Cycling & Walking Plan 2019-2029 here, and discover more of Batchelor’s work here.
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Image: Chepe Nicoli