Projects
Tactran
Tayside and Central Scotland
Supporting Active and Sustainable Transport Across the Tactran Region
Since 2023, Flourish has partnered with Tactran, the statutory regional transport partnership for Tayside and Central Scotland, to raise awareness, educate communities, and support long-term behaviour change around active, inclusive, and sustainable travel. Through a joined-up digital and social media strategy, we have helped bring Tactran’s work to life online, strengthening visibility, building engagement, and encouraging more people to choose walking, wheeling, cycling, public transport, and other sustainable travel options.
What we delivered
- Organic and paid social media strategy
- Campaign planning
- Content
- Performance analysis
The Challenge
Encouraging people to rethink how they travel is about more than awareness – it’s about influencing travel behaviour, mode choice, and journey decision-making over time. Tactran required an ongoing, coordinated digital approach to:
- Increase awareness of active, inclusive, and sustainable travel options across urban and rural communities, including active travel networks, bus and rail services, shared mobility, community transport, and demand-responsive transport (DRT)
- Educate residents, stakeholders, and delivery partners on the benefits of sustainable transport, modal shift and reduced car dependency, alongside improved health, accessibility and carbon outcomes and the behaviour change support available
- Promote Tactran-funded programmes and interventions, including active travel behaviour change campaigns and accessibility improvements
- Engage local authorities, community groups, and delivery partners to amplify key messages, including NHS Tayside, local councils, and third-sector organisations, while supporting uptake of digital journey-planning and travel support tools such as the GO NHS Tayside app, the My D&A Travel app and the National Park Journey Planner
- Raise awareness of integrated travel support services, including DRT, community transport, travel companion, and assisted travel schemes, helping address transport poverty and improve network accessibility
- Build sustained digital momentum that supports long-term behaviour change, aligns with regional transport strategies, and reinforces Tactran’s role as the statutory regional transport partnership for Tayside
With multiple audiences, modes, and funded interventions to communicate, the challenge was creating content that was clear, engaging, and actionable, while maintaining strategic alignment across policy, delivery partners, and the wider transport ecosystem.
Our Approach
Working as an extension of the Tactran team since 2023, we’ve delivered a flexible and strategic blend of paid and organic social media support to help them reach the right audiences, with the right message, at the right time. To deliver consistent reach and engagement across the region, we supported both always-on and campaign-led activity.
Paid Social Campaigns
We developed and managed paid campaigns across a range of channels to ensure messages reached the audiences most likely to engage. This included:
- Multi-channel paid activity across platforms, including Meta (Facebook & Instagram), Snapchat, and LinkedIn
- Partner-led and co-branded campaign delivery with organisations including NHS Tayside, Transport Scotland, Young Scot, and regional National Parks, supporting a consistent and trusted approach to sustainable travel messaging
- Audience targeting by geography, interests, and behaviours, ensuring relevance across commuting, healthcare access, leisure, and visitor travel journeys
- Ongoing optimisation and performance reporting, enabling continuous improvement and more effective use of campaign budgets over time
Organic Social Media
Organic content played a key role in building trust, awareness and ongoing engagement with local communities and stakeholders. We supported Tactran with:
- Content planning and scheduling to maintain consistency and momentum, while coordinating integrated messaging with multiple local authorities
- Active liaison and regular communication with multiple local authorities, managing and aligning content, while incorporating up-to-date transport insight, programme developments, and local priorities to maintain a consistent regional narrative
- Educational content to inform audiences about sustainable travel options, journey planning, and available support
- Promotion of Tactran-funded programmes, services and events, driving awareness and participation
- Stakeholder engagement with local authorities, national agencies, and delivery partners to amplify key messages
- Community-led storytelling that reflects real journeys, local projects, and on-the-ground impact
The Result
Since partnering with Tactran in 2023, we have supported sustained growth across their digital channels, building awareness for active and sustainable travel, strengthening stakeholder engagement, and increasing visibility for Tactran-funded programmes. Key results from our year-on-year performance reporting include:
- Increased total followers across all organic social channels
- LinkedIn followers up over 30% Supporting stronger visibility and engagement with stakeholders, partners, and local authorities.
- Instagram lifetime reach up by 140% Lifetime reach refers to the total number of unique accounts who have seen content across the reporting period, showing significant growth in awareness and content visibility.
- Facebook post engagement up 20% Helping to build stronger community interaction through likes, comments, shares, and clicks.
Figures are taken from Q4 2025 year-on-year reporting, compared with the previous year
What Made It Work
- Long-term partnership approach Working together since 2023 has allowed campaigns and messaging to build over time, supporting sustained awareness and behaviour change.
- Paid and organic working together Paid social drives reach at scale, while organic content builds trust, credibility, and community engagement.
- Collaborative stakeholder engagement Supporting Tactran to communicate clearly with local authorities and partners strengthens consistency and impact across the region.
Looking Ahead
As Tactran continues to deliver and fund programmes that support active and sustainable transport, we remain on hand to evolve the strategy, optimise campaigns, and keep building momentum across digital channels.
Looking ahead, we’re working with Tactran to go beyond social media and develop a multimedia campaign focused on promoting journey planning and travel assistance, helping more people feel confident choosing multi-modal transport options and making sustainable travel part of everyday life.
