Education Policy | Post Primary | Preschool | Primary | Tertiary | Search


Public relations students win national award

Monday, November 5, 2007

Public relations students win national award

A campaign created by public relations students to get more people riding bicycles has won the Cycle-Friendly Award for Best Cycling Promotion sponsored by Sport and Recreation New Zealand.

Transport Minister Annette presented the award to the Massey team at a cycling conference in Napier last Thursday for their "On Ya Bike" campaign designed for Palmerston North.

The Massey team, from the Department of Communications and Journalism, beat entries from the Auckland City Council and Sport Bay of Plenty for the stylised bicycle bell shaped trophy.

Mrs King says the students’ campaign sent an important message. “One of the most important aspects of meeting New Zealand's goal of reducing greenhouse gas emissions is to initiate behaviour changes and cement the message that leaving the car at home and instead cycling, walking or taking public transport is usually a better and realistic alternative.”

“On Ya Bike” was designed as part of last year's course work. The students were responsible for all aspects of the campaign, including research, planning and finding funding.

Public relations lecturer Kane Hopkins (pictured with the trophy) says the win is a "stunning achievement" resulting from a really solid campaign. "It is great for the team to be recognised for their hard work," Mr Hopkins says.

"The award is really a testament to some great ideas, hard work, and the ability to address the challenge as a local problem that needed local solutions. What the campaign also demonstrated was how green issues need to be dealt with locally, as national pro-cycling campaigns don’t always offer practical or relevant suggestions.”

The students’ three key messages – fitter, faster and free – highlighted that cycling is an alternative to driving. They developed eye-catching and innovative tactics to gain media attention. These included taking over a downtown car-park and installing bike stands to show that cycling is more convenient than driving, and organising a race from the Square to the Manawatu River bridge between local sportspeople and a radio station car, to show that cycling is faster than driving.

The SPARC (Sport and Recreation New Zealand) Cycle-Friendly Awards acknowledge and celebrate some of the most notable achievements that are helping to promote cycling and to create a cycle-friendly environment.


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


Howard Davis: Jill Trevelyan's Rita Angus

Although Angus has become one of Aotearoa’s best-loved painters, the story of her life remained little known and poorly understood before Jill Trevelyan's acclaimed and revelatory biography, which won the Non Fiction Award at the Montana New Zealand Book Awards in 2009, and has now been republished by Te Papa press. More>>

Howard Davis: The Back of the Painting

Painting conservators are the forensic pathologists of the art world. While they cannot bring their subjects back to life, they do provide fascinating insights into the precise circumstances of a painting's creation, its material authenticity, and constructive methodology. More>>

Howard Davis: Black Panthers on the Prowl

A passionate and gripping political drama from Shaka King, this is an informative and instructive tale of human frailty that centers around the charismatic Chicago Black Panther leader Fred Hampton, who was murdered at the age of twenty-one during a police raid. More>>

Howard Davis: Controlling the High Ground

Stephen Johnson's raw and angry film not only poses important questions with scrupulous authenticity, but also provides a timely reminder of the genocidal consequences of casual bigotry and xenophobia. More>>

Howard Davis: Dryzabone - Robert Conolly's The Dry

After the terrible devastation caused by last year’s bushfires, which prompted hundreds of Australians to shelter in the ocean to escape incineration and destroyed uncountable amounts of wildlife, The Dry has been released during a totally different kind of dry spell. More>>

Howard Davis: Hit the Road, Jack - Chloé Zhao's Nomadland

Nomadland is perhaps the ultimately 'road' movie as it follows a group of dispossessed and disenfranchised vagabonds who find a form of communal refuge in camp sites and trailer parks after the economic contraction of 2008. More>>

Howard Davis: Byrneing Down the House - Spike Lee's American Utopia

Lee does an admirable job capturing Byrne's stunning live performance of his latest album, but the real star of the show is the staging. More>>



  • Wellington
  • Christchurch
  • Auckland