Stride, Sustainable Travel in Dundee East, was a new initiative, funded by the Climate Challenge Fund, to promote walking, cycling, and the use of public transport to the public within the area of Dundee East.

A corporate identity was developed alongside various promotional items. A suite of posters promoted the philosophy of sustainable travel, presented in bus stops throughout Dundee. A website was produced which allowed people to interact and calculate the number of miles they had travelled by walking, cycling or taking the bus provided incentives to achieve more miles.