She is also part of the Bristol Social Marketing Centre. BSMC works with local and national partners to produce rigorous academic insight, innovative behaviour change interventions and thought leadership across a range of fields, including environmentally sustainable behaviours, public health and citizenship. Fiona has a PhD in social marketing, for which she conducted ethnographic research with deprived communities, exploring their cultural relationship with leisure time physical activity. She has a special interest in using social marketing to increase cycling.