Transport for Wales highlights the accessibility of Active Travel, inspiring people to walk, wheel, and cycle in their local areas.

Challenge

Transport for Wales plays a crucial role in promoting active travel across Wales. However, a significant challenge faced was the lack of high-quality photography and video that effectively showcased active travel (traveling by walking, wheeling, or cycling) as a viable way of traveling in everyday life. Transport for Wales sought to capture the latest active travel infrastructure around Wales, to support local authorities to promote active travel as an accessible way of traveling, all year round – reinforcing its benefits for health, sustainability, and community connectivity. These visuals would serve as valuable resources for local authority partners, enabling them to effectively promote healthy and sustainable active travel within their communities. This series of images not only support wider policy objectives but also ensure that active travel is depicted in a way that resonates with a wider audience, fostering greater participation and engagement across Wales. Ultimately, leading to an increased use of Active Travel modes.

Solution

To ensure that imagery promoting active travel was both diverse and demonstrative, Transport for Wales (TfW) commissioned nine dedicated photography shoots across 2024 and 2025. These shoots were designed to address key gaps in their existing image bank—both in terms of modes of Active Travel, demographic diversity and regional location representation across Wales.

The objective was to create images that Local Authorities and beyond, could use to authentically showcase individuals from various backgrounds and with various abilities, engaging in active travel methods, including walking, wheeling and cycling, while also highlighting the use of local infrastructure across Wales.

The resulting imagery has been widely utilised, serving as a valuable resource internally within TfW, as well as externally in toolkits and communications. These images have been shared with all local authorities across Wales to support the promotion of Active Travel initiatives, receiving overwhelmingly positive feedback and engagement.

Nicola Grima (Active Travel Delivery Programme Lead) said:

Sara and the team really did understand what we were trying to achieve with this brief. The range of images we managed to achieve has been absolutely excellent, and we have already had really positive feedback from our stakeholders. In addition to Golleys sourcing ‘talent’ from different agencies, we have also used volunteers from TfW which enabled us to capture images to meet our brief of ‘everyday people doing everyday activities’.