Insights from Roxy, CEO of Camcycle
“Is this helping our vision?”
A candid conversation on building effective advocacy, community power, and bold ideas for better streets. You can find a link to the recoding here: link
When Better Streets hosted Roxy, CEO of Camcycle it wasn’t just an update from abroad—it was a download of some of the most successful grassroots strategies from the UK’s most effective cycling advocacy charity. With an approach that’s bold, thoughtful, and relentlessly action-oriented, Roxy gave us a window into how Cambridge became one of the UK’s most bikeable cities—and how her team makes change stick.
And it couldn’t have been better timed: the same day as the talk, a new cycleway quietly opened in Ultimo, Sydney—proof that change is happening. As Roxy reflected, Sydney has gone from being known as “the city that hates bikes” to a place where slow but meaningful progress is visible. “Well done, Fiona!” she added, nodding to Fiona Campbell and her team’s years of persistence.
With nearly 60 people in attendance the night gave us some energy, new ideas, and opportunities!
Key Takeaways from Roxy’s Leadership Approach
1. Focus on Actions That Serve Your Vision
“Is this helping our vision?” That’s the core question Roxy asks regularly. It’s easy to get caught in busywork or low-impact advocacy. But strategic effectiveness means knowing what not to do—like Camcycle’s tough decision to step away from the Reach Ride event in order to focus on higher-impact goals. Clarity creates capacity.
2. Find Leverage Moments to Plug Into
Camcycle’s success is built around smart timing. Rather than trying to create momentum from scratch, they scan for windows of opportunity—government consultations, community events, or public sentiment—and jump in with prepared materials, stories, and allies. Roxy called these “leverage moments” where a small input can have a big impact.
Camcycle doesn’t waste energy shouting into the void—they wait for the right moment to push. That might be a local council consultation, a new development (like Cambridge’s Waterbeach new town), or national spotlight events—like the Brisbane Olympics, which Roxy called an “all or nothing” moment for infrastructure opportunity. The key is to be ready with stories, alliances, and facts when those doors open. Also, are we ready for the Brisbane Olympics, what did we learn from the 2000 Sydney games, and how do we make cycling the centerpiece?
3. Volunteers: Empower, Don’t Micromanage
“Don’t try to do everything,” Roxy advised. “Ask instead: Can we help?”
Roxy made it clear: the role of a central team isn’t to run everything—it’s to support and scale what volunteers are already doing. When they see sparks—events, micro-movements, or new people getting involved—they simply ask, “Can we help?” Camcycle provides resources, mentoring, and access, then steps back and lets people lead.
4. Media, Media, Media
Camcycle’s communications are a masterclass in narrative. They deliberately move beyond “cycling advocacy” and tell stories about health, safety, equity, and everyday journeys. Their media strategy includes:
Monthly columns in the local paper
Personal stories from “interested but concerned” groups
Messaging that’s not about cyclists—it’s about communities
Roxy was especially clear: if you're only talking to current advocates, you're missing your growth audience. Instead, speak to unusual suspects—like culturally and linguistically diverse (CALD) women in Western Sydney—and make space for their “why” when it comes to walking and cycling.
Snapshot: Cambridge and Camcycle
Roxy also shared key moments and principles that helped Camcycle rise to national prominence:
1. Make Space for Hoping
A pivotal 2014 report helped unite UK cycling advocates with a bold, collective vision. That report’s title—“Make Space for Hoping”—still guides Camcycle’s approach today. It’s not just about resistance. It’s about vision, imagination, and optimism.
2. Be Bold, Be Strategic
Camcycle doesn’t shy away from opposition—but they’ve learned to handle it with empathy. When a local tree preservation group clashed with cyclists over a project, they realised their real opponent wasn’t each other—it was the council’s lack of coordination. By joining forces, they found a solution that worked for both.
3. Know when to be Proactive
Being reactive is part of advocacy—but long-term wins come from proactive vision-setting. Camcycle is building relationships with friendly leaders, planning consultants, and industry to influence decisions before they’re locked in. It’s why they’ve been able to shape the trajectory of Cambridge’s expansion.
4. Learn from Friction
Pushback isn’t failure—it’s information. Camcycle treats resistance as a clue about where empathy and communication need to go next. This mindset helps them keep the long game in view, and keeps coalitions intact even in tough moments.
Why This Talk Matters
Roxy didn’t offer a blueprint—she offered a mindset. One built on collaboration, clarity, and courage. If you’re a volunteer, coalition member, or someone who just wants your street to be safer, friendlier, and greener—take a leaf from Camcycle. Start where you are. Share your vision. Look for leverage. And never underestimate the power of hopeful, strategic action.
Ready to take action?
Start here: https://www.betterstreets.org.au/2025-federal-election
Want to host a workshop or join a training? Email: contact@betterstreets.org.au
Let’s make space for hoping—together.
