New campaign launched to highlight how switching to travelling by bus or cycling can save residents time, money and hassle

Campaign is focused on Broomfield Road corridor in Chelmsford which is used by 17,000 vehicles a day.

Drivers are being encouraged to save themselves hundreds of pounds a year as part of a new campaign highlighting alternative travel options. The new campaign has a particular focus on one of the busiest road corridors in Chelmsford.

Broomfield Road is used by approximately 17,000 vehicles a day and suffers from significant traffic congestion and delays, particularly at peak times.

Essex County Council’s new Saving the Day campaign, which is part of its ongoing Safer, Greener, Healthier initiative, aims to simply highlight the alternatives to driving and how people can avoid the traffic.

The superhero-themed campaign promotes the benefits of walking, cycling and travelling by bus. This highlights how swapping even a few regular journeys can save people time, money and hassle.

There are a number of good bus services in the area and, following the government’s recent announcement of an extension to a bus fare cap scheme, people can travel for just £2 a single journey on most services until December 2024.

For longer journeys into Chelmsford from the north of the city, such as the Braintree area, the Chelmer Valley Park and Ride also offers an alternative to driving into the city centre. The cost is now just £3 a ticket – significantly cheaper than city centre parking.

Cycling can also offer a very cost-effective alternative to driving, especially for shorter journeys. At the busiest times of the day, it can also be quicker. Cycling along Broomfield Road is up to three and a half minutes faster than driving at peak times.

As part of the Chelmsford City Growth Package, the council created a new flagship cycle route along Broomfield Road. The new route provides hybrid cycle tracks between the city centre and Patching Hall Lane.

The cycle lanes are segregated (separated from vehicles and people walking), providing more space and improving safety for cyclists of all abilities.

Councillor Tom Cunningham, Essex County Council’s Cabinet Member for Highways, Infrastructure and Sustainable Transport, said: “We know it is not possible to swap every car journey for cycling or travelling by bus, but even small, manageable changes can make a big difference.

“That is what the Saving the Day campaign is all about – shining a spotlight on the travel alternatives which can not only help reduce traffic, but also help save people time, money and the hassle of sitting in queuing traffic.

“If everyone in Chelmsford switched just two journeys to work each week to walking, cycling or taking the bus then it would remove over 100,000 trips from the city’s road network each week.

“With the government extending the £2 bus fare cap and some excellent cycling facilities along Broomfield Road, I would encourage everyone to at least give it a try.”

The Saving the Day campaign will include various online, social media and outdoor advertising. There will also be free instructor-led cycle rides along the corridor during the October half term. These will help familiarise people with the cycling routes along Broomfield Road and improve their confidence.

The council’s sustainable travel team will also be working with local schools and promoting Bikeability cycling courses and the support they can provide with travel planning.

For more information, visit the Saving the Day campaign webpage.