As part of a complex programme of public engagement, we were commissioned by Transport for Greater Manchester (TFGM) to highlight a programme of funding set to transform the region's public transport system.

In our response we needed to present hard facts about the plans without prejudice and ensure each of Greater Manchester's ten boroughs was fairly represented. This was set against a tide of negativity surrounding congestion charging, set by the Government as a constituent part of the bid.

We activated a three-phased campaign communicating the bid proposal in broad terms, followed by detailed direct public engagement to convey localised benefits to each borough and details of the congestion charge, and, finally asking each of Greater Manchester's residents to vote for the scheme.

Using a combination of media relations, TV, press and outdoor activity to raise awareness for the bid, direct engagement via a touring consultation roadshow and an intense on and offline public information campaign, we were able to persuade the residents of Greater Manchester to fully consider their options.

The community consultation programme generated £21 million of positive media coverage both nationally and regionally, and we engaged with 10,000 people directly through the touring roadshow.

Positioning the opportunity firmly at the top of the public's agenda, 86,000 people took part in the public consultation, over 100,000 unique visitors were attracted to the website and more than one million people voted in the referendum. Throughout the campaign, awareness for the bid remained at around 90%.