WRG, the live and experiential division of The Creative Engagement Group, has been appointed to produce a total event solution for London’s Car Free Day on 22 September.
The agency will take care of the creative programming of the day with full event management, including traffic planning, stewarding and stakeholder management.
The announcement to have a car-free day was made by London’s Mayor Sadiq Khan, with the aim of the day being to help Londoners "reclaim the streets" and raise awareness of the damage caused by toxic air pollution.
"To be part of this amazing event is a real honour for all of us at WRG," said Tim Collett, head of live at WRG.
"As an agency with a passion for personal health and sustainability, this project fits perfectly with both our skills and our culture."
London is following in the footsteps of other cities around the world who have similar worries about congestion and pollution, such as Paris and Bogotá.
Hundreds of activities will take place across more than 20km of closed streets in central London - the equivalent of nearly 200 football pitches in length - including Tower Bridge (closed to all traffic), London Bridge (buses only) and much of the City of London.
Events are also being organised in 18 boroughs, where they are working with residents to create local ‘Play Streets’ - safe spaces where children can play and communities get together.
The Mayor of London Sadiq Khan said: "London is leading the way in innovative measures to improve air pollution and I want this year’s Car Free Day events to be the best of any world city.
"This will be a great opportunity for us all to leave our cars behind and explore our streets by foot, or by bike. We’ve called our event ‘Reimagine’ so that Londoners get an idea of what some of the busiest parts of our city would be like without cars and traffic.
"There will be tons of performances and activities for people of all ages to try and enjoy. I encourage as many Londoners as possible to join in the fun and see the city from a different perspective."
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