Specialist environmental agency Satellite has picked up the year-long commission to develop, execute and promote Islington Council's Green Transport Behaviour Change scheme.
Despite being the second-smallest borough in London, Islington has the second highest car density in the UK, and there is intense pressure on parking spaces. More than half of the respondents in a recent survey of Islington are able to cycle, and yet do not own a bike.
The scheme will see Islington Council first asking local residents what it can do to make it easier to switch to green transport options, before approving or implementing a new transport infrastructure.
The project will kick off in March, with the aim of reducing journeys by car, bus and tube in favour of greener alternatives such as walking and cycling.
Satellite will develop a PR and poster campaign for the launch, as well as a programme of door-to-door resident surveys.