Edinburgh Council spends £1000 on 20mph mascot

The Reducer
The Reducer
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COUNCIL bosses spent more than £1000 on the cartoon mascot used to promote their 20mph roll-out.

“The Reducer” is set to feature heavily in the local authority’s publicity drive around the new speed limit changes, which come into force from Sunday onwards.

The Reducer, the 20mph mascot cost �1000. Picture; Scott Louden

The Reducer, the 20mph mascot cost �1000. Picture; Scott Louden

It was designed by a seven-year-old pupil at Tollcross Primary School as part of a city-wide schools competition.

Figures show council chiefs spent £1095 turning the youngster’s drawing into reality – commissioning a tailor-made, yellow and orange costume that includes a mini 20mph sign.

A council spokeswoman said: “In line with procurement requirements, three quotes were sought for the provision of the costume and the best value quote was selected.

“The costume is not mass produced or off-the-peg. It is a custom-designed and manufactured one-off and has to be of sufficient quality to be used in national media campaigns and durable enough to be worn at multiple events, some potentially outdoors in adverse weather, over a considerable period of time.”

Laaunch of the 20mph zones in Edinburgh city centre. The 20mph mascot The Reducer with  community officer Sacha Ponniah at Johnston Terrace

Laaunch of the 20mph zones in Edinburgh city centre. The 20mph mascot The Reducer with community officer Sacha Ponniah at Johnston Terrace

She said the council would be using the eye-catching mascot in publicity, during school visits and at community events throughout the 18-month roll-out of 20mph across Edinburgh.

Information released under Freedom of Information laws show the council spent £3263 on the entire “Reducer” campaign.

This included £490 on a “mascot awards ceremony” featuring photos and three short videos.

Elsewhere, a £300 gift voucher was awarded for the winning mascot design – chosen over 360 other entries – while £1000 was handed to the winning school “to be spent on active travel activities or equipment”.

Two runner-up gift vouchers worth £150 each were also dished out, with the runner-up school given free membership of the Walk Once a Week campaign.