Marketing strategy for a world first Data Trust

LifeCycle was designed to securely manage and share cycling data for public benefit, while also testing the potential of data trusts in Jersey.

While data trusts are a powerful tool for responsible data governance, they are a complex concept that can be difficult for the general public to grasp. Our challenge was to translate technical and legal frameworks into a clear, compelling brand that cyclists, local organisations, and the wider community could understand and engage with.

Simplifying the Message

At its core, LifeCycle was about making cycling in Jersey safer and more efficient. By equipping 500 cyclists with smart bike lights, the project collected anonymous journey data, which was then aggregated into a secure platform. Local organisations—such as transport planners and safety bodies—could apply to access these insights to improve cycling infrastructure.

Our task was to break down this data-driven initiative into a message that resonated. We worked closely with Digital Jersey and key stakeholders to:

• Develop a brand identity that felt accessible, trustworthy, and forward-thinking.
• Create messaging frameworks that clearly explained the benefits of a data trust in everyday terms.
• Design a campaign strategy to encourage cyclists to participate, ensuring they felt confident in how their data would be used and protected.
• Build a user-friendly website to serve as the project’s information hub, featuring engaging visuals and simple explanations of how the data trust worked.

‘’Jacqui and her team are an absolute pleasure to work with. They went above and beyond to ensure the success of our recent LifeCycle campaign, managing the marketing strategy, branding, website design and content for us.’’ - Marcus Verrell, Marketing Manager, Digital Jersey

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Our approach helped LifeCycle achieve strong engagement across Jersey’s cycling community and beyond:

• 296 cyclists signed up to contribute data, exceeding the original participation goal.
• 5 local organisations applied to access insights, including government departments and transport planners.
• Excellent collaboration between 14 Jersey organisations to deliver the world first data trust project, including Floor Ten
• Increased public awareness of data trusts, positioning Jersey as a leader in smart city solutions and ethical data management.

Our work made sure that a technically complex initiative was presented in a way that was engaging, understandable, and impactful.

By transforming abstract legal and data principles into a brand people could connect with, we helped Digital Jersey showcase the power of trusted data-sharing for public good.