Phillip Darnton OBE, the former Chairman of Cycling England, has joined the Board of Challenge for Change.
Darnton becomes the new chairman of the organisation which specialises in designing behavioural change programmes to get more people cycling, walking and using sustainable modes of transport.
Established four years ago, Challenge for Change delivers a number of programmes on behalf of public sector and corporate organisations in the UK and around the world. Since 2008 more than 63,000 people and 2,800 organisations have participated in such programmes, with more than 19,000 non-cyclists taking to two wheels as a result of Challenge for Change programmes.
Research has shown that one in three non-cyclists who participate in Challenge for Change’s Workplace Cycle Challenge programme will continue cycling once a week, or more, after the programme’s conclusion.
Thomas Stokell, managing director of Challenge for Change said: “We’ve gone from strength to strength the last couple of years despite the tough economic environment. Anyone who knows Phillip will agree that he is the ideal person to work with us take Challenge for Change to the next level and get even more people cycling.”
Challenge for Change also runs programmes in New Zealand and Australia and they are currently in discussions with North American and European partners about running projects. In the UK Challenge for Change works in close partnership with the Cyclists’ Tour Club.
"We are all creatures of habit, and generally like what we know.” said Darnton. “Getting people to change is a complex matter, and much theoretical work has been done by sociologists and psychologists in this field. Challenge for Change is a team of intelligent and thoughtful professionals, highly motivated and with established credentials who are working hard to turn theory into real life practice. Persuading people to take up cycling – even just for ten minutes – is a key to unlocking our travel change behaviour."