Roots was the creation of me and my fellow classmates last year for PPP Taking Care of Business. We have decided to continue this collaboration through to this year to create analogue work to help solve a current issue in Leeds.
We came to the conclusion that traffic and congestion was a problem within Leeds that affects quite a lot of people getting to work in the mornings. Whether people use public transport or drive themselves there are always queues.
We thought that we could help to relieve this congestion through promoting cycling to work and or university. However we were unsure what target market to aim this at so we need to do some research on who is most affected by the congestion getting into Leeds. I have a feeling it will be the working professionals as they will commute a lot further than most students.
Research
For cycling, there are distinct differences by gender: at all ages, lower proportions of women tended to cycle than men - on average, 20% of men cycle, whilst only half that proportion of women did so (10%). However, for both genders, there is a decline in cycling levels between 25-34, before a further rise; levels then decline with age.So it seems that more men cycle than women. Perhaps we can alter this and aim a campaign at getting more women to cycle.
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