Micromobility is moving quickly across UK cities - but policy, public perception and regulation are still catching up.
We partnered with Voi, Europe’s leading micromobility operator, to support their UK public affairs and communications strategy at a pivotal moment for the sector.
The goal was to position Voi as the responsible operator of choice for UK cities, strengthen credibility with local and national government, and support engagement on the future of e-scooter legislation.
We started with a detailed analysis of the UK landscape - including regulatory barriers, competitor positioning and public sentiment - and built a strategy grounded in responsibility, accountability and constructive engagement.
From there, we developed a coordinated communications and policy approach, including refreshed messaging, stakeholder mapping, reactive media handling and a structured comms grid to align activity across policy, press and market development.
Alongside ongoing media support and city launches across the UK, we helped deliver high-impact moments across national press, Parliament and stakeholder coalitions - ensuring Voi had a consistent and credible voice in the debate.
The results included 250+ pieces of coverage, strong engagement across national and trade media, and reinforced relationships with key journalists and policymakers - alongside support for major city tenders and progress towards clearer government direction on e-scooters.
If you’re operating in a complex regulatory environment and need to build trust with government, media and stakeholders - we can help.
Jo Field OBE
Founder & Chief Executive, JFG Communications
The Requirement
Voi, the Swedish-owned leader in European micromobility, sought year‑long support across three areas: public policy, strategic communications, and market development.
Voi needed to:
- Establish itself as the operator of choice for UK cities.
- Break into the London market, demonstrating credibility and responsibility to local authority.
- Influence the Department for Transport to progress e‑scooter legislation with a clearer timetable.
Voi wanted a consultancy that could help differentiate it from competitors by positioning it as the responsible, accountable operator capable of working constructively with national and local government, stakeholders, riders and non‑riders.
The Solution
We began researching the UK micromobility landscape, analysing key markets, regulatory gaps, competitor performance and public sentiment. This revealed a sector hindered by the absence of legislation and operators facing reputational challenges.
In collaboration with Voi, we developed a communications and engagement strategy built around a central theme: Voi as the UK’s responsible micromobility operator.
The strategy included:
- Clear objectives
- Comprehensive stakeholder mapping
- A refreshed narrative and key messages
- Reactive media lines to take
- Creative media moments
- A detailed tactical plan and KPIs
We also introduced a robust communications grid to coordinate proactive activity, ensure a steady drumbeat of comms, and align our comms with public policy and market development goals.
Creative ideas developed to support the narrative included:
- A bar‑chart race showcasing top‑performing Voi cities
- A London–Oslo comparison feature in The Times
- Joint letters signed by major operators
- Op‑eds from supportive parliamentarians
Strategic Delivery
Our work focus and tactics shifted with political developments, operational priorities and media cycles. Key daily deliverables included:
- Managing high volumes of national, regional, and local media inquiries on issues such as parking, accessibility and vandalism—using each to reinforce Voi’s responsible positioning.
- Supporting key tenders with strategic local communications, including test rides and warehouse tours
- Leading the communications for major launch events, including new schemes in Edinburgh and Glasgow, which secured significant national and trade press coverage.
- Supporting the creation of the All-Party Parliamentary Group for Micromobility, securing cross‑party support and using parliamentary moments to highlight the need for legislation.
- Establishing trusted relationships with key journalists, who increasingly viewed Voi as the leading voice on responsible micromobility legislation.
- Developed relationships with key industry stakeholders building a coalition of support for Voi’s approach to micromobility.
A wide variety of channels—owned, earned and stakeholder‑focused—were used to sustain a consistent, high‑quality drumbeat of communications.
The Outcome
The campaign delivered measurable, high‑impact outputs, outtakes and outcomes.
Outputs
- 250+ pieces of coverage, generating 12.2 million estimated views
- High-profile interviews placed in outlets such as The Times
- PR pieces secured across national, regional and trade media, including The Guardian, the Liverpool Echo and Transport Times
Outtakes
- 5,200+ engagements on our media coverage
- Strong journalist relationships established, including more than 20 key media contacts
Outcomes
- Successfully communicated the launch of Voi in multiple cities across England and Scotland, supported by major national, local and trade media coverage
- Support for several major tender wins, including Edinburgh, Glasgow, Aberdeen, Essex, Hackney and Hounslow
- A commitment from Minister Simon Lightwood, Minister for Roads, to introduce e‑scooter legislation when parliamentary time allows
