purpose of this website. whats in it for the reader?
safety, belonging, self esteem self actualisation .  make it for
information and resources
interactivity and inclusion
opening up possibilities of changing travel patterns:

change peoples minds by building a story of how we get to a point where folk chose to travel actively,
maybe set up a feedback sheet with emotive words to choose from to describe feelings on jouirney , compare by car, cycle or walk