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New look for Walk to School

The national Walk to School campaign has unveiled a new look that will be used for the autumn 2006 campaign. 

The re-brand follows focus groups involving children, local authorities, adults and teachers.

The new logo features a 'cheeky' mascot, Strider, who takes the form of a foot with funky hairstyle, and will feature on new campaign materials available from October.  Real children have also been mixed with cartoon backgrounds to give materials a fresh look.

The refreshed campaign will include new resources designed to appeal to more children and a wider age range, including low cost t-shirts for local authorities to purchase for schools, and a classroom pack comprising activity ideas, wall charts and stickers.

Tom Franklin, chief executive of Living Streets (joint organisers of the Campaign with the National Travelwise Association) said: "Walk to School has grown over the past few years - two thirds of local authorities participate and 1.8 million English pupils take part.  It's a fun way to get over messages about sustainable travel and healthy lifestyles.

"However, we've outgrown the old 'look' of the campaign, which was targeted only at younger children. The new logo and look will help to expand the campaign still further, and is aimed at appealing to primary and secondary school pupils."

For the first time, the campaign will raise money from the sale of Walk to School resources purchased by local authorities - which will be used to expand the campaign.

For further information contact Hester Brown on 020 7820 1010, or hester.brown@livingstreets.org.uk.

www.larsoa.org.uk