Since 2020, Barley has provided full-service strategic communications to East West Railway Company (EWR Co) to support its progression towards applying for a Development Consent Order (DCO) for East West Rail, the new railway connecting Oxford, Milton Keynes, Bedford and Cambridge.

Through multiple political administrations and three public consultations, our work has enabled EWR Co to maintain momentum, strengthen stakeholder trust and mitigate delivery risk.

Our remit has included strategic advice, political and stakeholder engagement, public consultation, media and digital communications, sensitive landowner engagement and internal capability development – delivered using Barley’s IMPACT model to ensure communications directly supported the organisation’s strategic and programme objectives and helped to make the case for EWR.

By focusing on EWR Co’s broader strategic objectives, we helped them meet challenges, mitigate risks and maintain a robust case for EWR throughout:

Extensive political upheaval, including five Prime Ministers
Consultation in 2021 during COVID
The appointment of two new CEOs
The Route Update Announcement in 2023
Consultation in 2024 – 2025

Results

Our work has delivered measurable programme benefits by reducing key risks and building trust amongst key stakeholders by:

Accelerating political engagement general post-election: our highly successful ‘100 Days’ programme in advance of the 2024 General Election identified and mapped potential new MPs along the line of route and likely Ministers so that as soon as new people were in post, we were able to contact them with meaningful content. We engaged 100% of new MPs along the route within two weeks of the election, avoiding any engagement lag and potential negative perceptions from the new elected representatives
Working with Aecom to develop a consultation strategy that deployed new digital technologies to deliver the public consultation in 2021 (during COVID), supporting the organisation and its technical experts through its first and only digital public consultation, and leading to the highest response rates of any of EWR Co’s three public consultations
Supporting the new CEO from the start, planning and drafting event speeches, media features and blogs alongside extensive media training and briefings before major media announcements, such as the Route Update Announcement in 2023
Implementing a new land and survey communications strategy to ensure sensitive land and property issues were managed with empathy, consistency and clarity to build trust and reduce delays to the programme. This also led to faster land access approvals, where engagement support helped to unlock key land access agreements for surveys, saving time and costs.
Producing an extensive risk register that went beyond communications, encompassing risks across the programme, tagged and prioritised with mitigations and recommendations for management. This led to the development of bespoke handling plans for the highest priority risks, which helped mitigate any escalating communications risks and avoided potential derailing of the programme.

Overall, Barley’s strategic communications support contributed to significant risk reduction, smoother delivery of public consultations, and improved stakeholder and public perceptions, helping to maintain vital support for the project from multiple changes in government.

Barley has been providing strategic communications support to East West Railway Company (EWR Co) since 2020. This has included a strong focus on community and stakeholder engagement, public consultation, media and digital communications – all delivered using our IMPACT model to ensure we’re supporting EWR Co’s strategic and programme objectives.

We have provided support to EWR Co though three public consultations – in 2021, 2024-2025 and 2026 – as well as a major Route Update Announcement in 2023. Our work through these key project communications milestones has measurably improved community engagement, media sentiment and public perception to uphold the case for the project and the reputation of EWR Co as they move towards submitting an application for a Development Consent Order.

Results

For their public consultation in 2021, which took place during Covid, Barley held leading roles in developing consultation materials, hosting online events, media relations and event management. Working alongside Aecom, we developed a consultation strategy that deployed new digital technologies, navigating the organisation and its technical experts through lockdown restrictions and its first and only digital public consultation. There were 9000+ responses and 140,000 matters raised during the consultation – the highest response rate and awareness of any of EWR Co’s three public consultations.

Our strategic media support significantly improved media sentiment, leading to an uplift in positive sentiment in EWR coverage since 2021, which was particularly important for the Route Update Announcement in May 2023. That month saw a year-on-year transformation in terms of media sentiment, with an 82% reduction in negative media coverage and a 93% increase in positive coverage. Our strategy helped to facilitate open and meaningful dialogue with local journalists.

At the Route Update Announcement, we developed a media strategy, provided media training for the CEO and other media spokespeople, drafted reactive lines to take, undertook reviews of technical documents and developed key materials, such as website and video content, which included visual animations explaining complex issues as well as community vox pops. We also devised and delivered four launch plans for each major area along the EWR route, which helped secure local media coverage that reflected our carefully crafted strategic messages relevant to their local area.

We provided strategic communications advice for the non-statutory consultation in 2024 – 2025 at the highest levels of the business and offered guidance around lessons learned from previous consultation. For the 2026 consultation, we focused in on supporting land and property related engagement to ensure sensitive stakeholders were engaged with empathy, clarity and transparency, to build trust and minimise risks to the programme and developed four booklets for different areas along the route.

Barley’s strategic communications support has led to the smooth delivery of public consultations and improved stakeholder and public perceptions of the EWR project.

Building nationally important infrastructure is challenging at the best of times. Building it through a period of political instability is harder still.

Since Barley began supporting East West Railway Company, the UK has had five Prime Ministers, multiple changes in government and shifting national priorities around infrastructure, growth, transport and public spending. At the same time, East West Rail is being developed across a complex geography, connecting Oxford, Milton Keynes, Bedford and Cambridge through communities with very different views, priorities and levels of support for the project.

Following the 2024 General Election, EWR Co needed to build relationships quickly with newly elected MPs, returning MPs, council leaders and potential ministers along the route. For a major infrastructure project preparing for future consultation and consent, a slow post-election reset would have created risk. Decision-makers needed to understand both the benefits and the challenges of East West Rail, while those who influence them needed a clear and accurate understanding of the project’s position.

The challenge was not only to engage political stakeholders, but to identify where support could be maintained, strengthened or unlocked. This included existing and potential advocates across local government, major employers and institutions, including organisations such as AstraZeneca, Cambridge University and local businesses whose voices could help make the case for East West Rail.

Barley was asked to develop and deliver a rapid political engagement programme that would help EWR Co understand the new political landscape, prioritise engagement and build constructive relationships with key decision-makers and advocates within the first 100 days.

Insights and approach

Our insight was clear: after an election, speed matters, but relevance matters more. Newly elected representatives do not need generic project information. They need to understand what the project means for their constituency, their residents and their political priorities.

Ahead of the election, we mapped likely parliamentary outcomes along the route, identifying potential new MPs, returning MPs, relevant ministers and key local political stakeholders. We also mapped potential advocates, including local authorities, major employers, universities and local business voices who could help demonstrate the wider economic, social and connectivity case for the project.

This meant EWR Co was ready to act as soon as the results were known, rather than losing momentum during the usual post-election re-engagement period.

We developed targeted briefing materials, constituency-specific messaging and clear lines-to-take, ensuring engagement was practical, accurate and locally relevant. These materials helped decision-makers understand the strategic benefits of East West Rail, the local issues that needed to be managed, and the current position of the project as it moved towards future consultation and consent.

We also helped EWR Co prepare for challenging conversations, including with representatives who were sceptical, opposed or under pressure from local campaign groups. The programme was designed to be structured but flexible, enabling EWR Co to prioritise the most important relationships, respond quickly to new political dynamics, maintain consistency across meetings and follow up with the right information, evidence and advocacy opportunities.

Results

The 100 Days programme enabled EWR Co to move quickly and confidently in a changed political environment.

Within two weeks of the General Election, EWR Co had engaged 100% of new MPs along the route, avoiding the months-long re-engagement lag that often follows political change.

The programme helped establish early relationships with newly elected representatives, improve understanding of local priorities and create a stronger platform for future consultation, consenting and delivery.

It also helped EWR Co maintain and unlock support among influential advocates, including civic leaders, major employers, universities and local businesses. By connecting the project to local economic growth, skills, innovation, housing and business priorities, Barley helped ensure supportive voices were better informed and more confident in making the case for East West Rail.

The work contributed to a positive shift in political sentiment, helping turn several newly elected MPs into more active and constructive voices in the project conversation.

By combining political insight, rapid delivery, advocate mapping and locally relevant messaging, Barley helped EWR Co protect momentum, reduce reputational risk and strengthen stakeholder relationships at a critical point for the programme.

East West Railway Company (EWR Co) is developing plans for a new railway between Oxford and Cambridge, linking people with jobs, schools, services and each other, opening up new journeys, cutting travel times, easing road congestion and supporting sustainable economic growth across the region.

It is one of the UK’s most complex and sensitive infrastructure programmes and ‘megaprojects’. It involves building and upgrading railway infrastructure across a long, varied and already developed corridor between Oxford, Milton Keynes, Bedford and Cambridge, affecting thousands of land and property interests along the route.

The project requires carefully targeted engagement with individuals and organisations whose circumstances, concerns and exposure to the proposals vary widely, from major landowners and multinational businesses to small local firms, tenants on short commercial leases, homeowners, farmers and community assets. It also sits within a highly scrutinised political environment, with local leaders who support the project, others who remain opposed or unconvinced, strong project advocates and organised opposition all seeking clear answers about what the proposals mean in practice.

Working within a sensitive and complex infrastructure programme, EWR Co wanted to make sure that communications with landowners are clear, empathetic and consistent. The goal was to reduce avoidable queries and escalation, build trust and support the timely agreement of survey access and voluntary arrangements. The project is fast paced and effective interaction with people is vital given the need to submit an application for a Development Consent Order.

Insights and approach

Effective stakeholder engagement in infrastructure communications depends on clarity, consistency and timing, particularly when issues are sensitive, such as compulsory acquisition or accessing private land for surveys.

Using our extensive knowledge of East West Rail following six years of working on the project, we acted as a strategic link between EWR Co’s Land and Property and External Engagement teams, ensuring alignment between technical information and wider planning communications.

Our approach combined additional capacity with specialist expertise. We started by developing a communications strategy for land and survey work which set out a strategic approach to ensuring co-ordinated, clear and empathetic landowner communications. We then established a planning process that ensured careful cross-team co-ordination and collaboration, and avoided communications fatigue amongst landowners.

We drafted and quality-assured landowner engagement materials – including survey licence cover letters, letters to directly affected landowners, consultation materials and FAQs about land impacts, surveys and property acquisition issues – ensuring a consistently clear, warm and open tone of voice and improving accessibility without losing technical accuracy.

We supported engagement planning around evolving programme requirements, helping teams anticipate landowner concerns and respond proactively. For more complex or higher-risk issues, we advised on strategic and de-risked engagement planning, and developed clear lines-to-take, enabling confident and consistent responses.

We also ensured land and property considerations were fully reflected in wider external affairs activity, including briefings for MPs, media and other key stakeholder along the route.

Results

Our work strengthened the quality and consistency of landowner engagement across the programme, helping EWR Co build trust and maintain positive relationships.

By improving alignment between teams and proactively addressing potential engagement risks and concerns, we supported more efficient and responsive communication with landowners.

This contributed to a more streamlined approach to securing survey access and voluntary agreements, while reducing risk across sensitive land and property issues.

Our input also ensured that land and property considerations were more effectively integrated into broader stakeholder engagement activity, supporting a more joined-up and strategic approach.

We are delighted to have been named Consultancy of the Year at the Better Society Awards 2026, making this the second consecutive year we have received the award.

The judges recognised our evidence-led approach to communications and our ability to help charities, public bodies and purpose-driven organisations translate complex social and environmental issues into clear, accessible and impactful public engagement.

As a certified B Corp consultancy, we specialise in sustainability, social impact and environmental communications, working exclusively on projects where communications can contribute meaningfully to positive change. Over the past year, we have continued to expand our strategic consultancy offer, helping organisations strengthen messaging, demonstrate impact and build public trust.

The judges were particularly impressed by our ability to combine measurable communications performance with genuine societal impact, highlighting our work translating complex evidence into communications that improve understanding, influence behaviour and support informed public debate.

Among the projects recognised was our work with Oceana UK on the launch of Deep Decline, a major scientific report examining the environmental impact of overfishing in UK waters. By helping translate complex scientific evidence into clear, accurate and compelling communications, the campaign generated extensive national and international media coverage while maintaining the integrity of the research.

The award also recognised our wider work supporting organisations including Hubbub, Nordoff and Robbins, Keep Britain Tidy and National Trading Standards.

The Better Society Awards celebrate organisations and partnerships making a positive contribution to society through responsible business and impactful communications. We are incredibly proud to see our team, clients and partners recognised once again for the role strategic communications can play in creating meaningful social and environmental change.

The brief

The National Preparedness Commission (NPC) asked Barley to launch its landmark report on the UK’s food resilience, authored by Professor Tim Lang. Just in Case: 7 steps to narrow the UK civil food resilience gap examines public readiness, vulnerabilities in the food system and how crises could limit access to food. The report issued a stark warning: the UK’s food security is fragile, and current government, industry and civil-society planning is insufficient. NPC Chair Lord Toby Harris tasked Barley with developing a targeted media strategy, drafting a hard-hitting release and securing coverage to influence policymakers and food-sector leaders.

Insights and approach

Barley worked closely with the NPC and the report’s authors to distil clear, compelling messages that would attract media interest while avoiding alarmist or sensational framing. Our focus was to communicate the seriousness of the UK’s food-security challenge in a credible, policy-relevant way.

Given the report’s call for stronger food policy and improved government planning, we targeted a mix of food, science and farming trade titles, alongside national social-affairs, policy and environment correspondents to reach policymakers and industry leaders.

To maximise impact, we set an embargo for the morning of publication and began outreach to priority journalists and broadcasters well ahead of launch. This enabled us to secure pre-recorded interviews for release on launch day, including Farming Today, as well as longer-lead programmes such as The Food Programme. We also anchored our pitch to current debates on proposed US trade tariffs, ensuring timely relevance and strengthening the news hook.

As a result, we secured high-quality interviews for Professor Tim Lang with leading journalists, including the Guardian’s Environment correspondent, Financial Times’ Public Policy Correspondent and The Grocer’s International Trade Editor, positioning the report at the centre of national and sector-specific conversations on food resilience.

Results

The report generated strong national and sector media impact. Its findings were covered by The Guardian and highlighted in Politico’s London Playbook. It led BBC Radio 4’s Farming Today, which ran an in-depth interview with Professor Tim Lang. Barley also secured an interview with Lord Ed Davey on Times Radio and a full BBC Radio 4 Food Programme dedicated to food preparedness, featuring both Sir Toby Harris and Tim—directly reaching core policymaker audiences.

Extensive trade coverage across food, retail, supply chain, farming and agriculture titles ensured the report reached senior industry figures. Advance briefings with the National Farmers’ Union generated additional attention, supported by comments from the NFU President.

The report also gained significant traction on X (Twitter), including engagement from influential farmer and commentator James Rebanks. Monthly title BBC Science Focus further amplified the findings in a wider feature on national preparedness.

Pioneering zero-emission vessel named and launch date set for March 2025
New vessel increases crossing capacity, enabling over 150,000 passengers to cross every week

In a groundbreaking advancement for sustainable river transport, Uber Boat by Thames Clippers has announced that the UK’s first fully electric zero-emission cross-river passenger ferry, Orbit Clipper will launch in March 2025. Currently under construction at Wight Shipyard Co in East Cowes, Isle of Wight, this innovative vessel will provide an accessible, green and fast route across the Thames seven days a week, enabling over 20,000 Londoners and visitors to travel every weekday.

Orbit Clipper will operate between London’s Canary Wharf on the north side of the Thames and Rotherhithe on the south, offering an efficient and eco-friendly service for cross-river transport. The vessel will cross the river every 10 minutes from each side on weekdays and every 15 minutes at weekends. The 150-passenger ferry, with capacity for 100 bicycles, features a roll-on/roll-off design that enables automated docking on both sides. This innovation enhances accessibility, reduces journey times, and increases capacity for both foot and cycle passengers.

A commitment to a greener future

This zero-emission vessel is part of Uber Boat by Thames Clippers’ broader sustainable innovation initiative. Following the recent addition of three hybrid high-speed vessels to its main fleet of River Buses, each cutting emissions by up to 90%, Orbit Clipper underlines the business’s commitment to creating green transport solutions for London’s commuters and leisure travellers. The project is a significant step towards Uber Boat by Thames Clippers’ ambitious target of reducing carbon emissions by 50% by 2035 and achieving net-zero by 2050.

Sean Collins, co-founder and CEO of Uber Boat by Thames Clippers, said, “It’s a real British success story. All of our new boats are proudly built in the UK using the latest green technology at Wight Shipyard Co on the Isle of Wight. This new vessel will launch within our 25^th year of operation and it reaffirms our investment in both the local Isle of Wight economy and in London.

“This zero-emission solution also comes after the recent launch of our third hybrid boat – Mars Clipper – into our main River Bus fleet and is the next step on our journey to advancing sustainable maritime technology. The Thames is the lifeblood of our great capital and it’s our ambition to continue to push for further progression along the river – we’re calling upon London’s maritime businesses and government bodies to collaborate and ensure a greener future for all.”

Toby Mumford, CEO, Wight Shipyard, said: “At Wight Shipyard we’re thrilled to strengthen our partnership with Uber Boat by Thames Clippers by building its first zero-emission vessel. This was our first build accessing the Innovate UK grant funding in partnership with Uber Boat by Thames Clippers, Beckett Rankine and Aqua superPower. Having already delivered six vessels, of which three are hybrid boats, for the fleet, this milestone represents not only a significant step forward for sustainable maritime innovation in the UK but also highlights the international potential for British-built electric vessels. We hope and expect that it is the first of many.

“It’s an honour to contribute to Uber Boat by Thames Clippers’ 25-year legacy, and we’re proud that our work here on the Isle of Wight supports both the local economy and the evolution of cleaner, greener transport solutions for London and beyond.”

Tim Beckett, Director, Beckett Rankine, said: “It’s now five years since Beckett Rankine and Uber Boat by Thames Clippers came up with the concept for a zero-emission roll-on/roll-off ferry at Rotherhithe, as an alternative to the then proposed bridge. I am delighted that this vision is now being realised, with the aid of Wight Shipyard building the vessel and Aqua Superpower providing the shore power connections.

“Orbit Clipper is a groundbreaking vessel in many respects, not least in that it is a double-ended, self-docking, auto-mooring ferry. This has, in turn, required the design of a novel new pier for Rotherhithe and a pier extension for Canary Wharf. The new pier is designed with a gentle gradient to make the ferries accessible for cyclists and people with restricted mobility. Improved cycle access supports wider plans for e-cargo bike river crossings. Beckett Rankine is proud to have been responsible for the design and consenting of these pier works, on which construction is due to commence in January. As London extends eastward, there is an increasing need for cross-river pedestrian and cycle links across the Thames, so Orbit Clipper couldn’t be launching at a better time.”

Matt Holland, chief project engineer, Aqua superPower, said: “Aqua superPower is proud to contribute its marine fast-charging expertise to this pioneering project, which sets a benchmark for future initiatives. The launch of Orbit Clipper marks a significant step in decarbonising diesel ferries on the Thames, playing a vital role in London’s clean mobility efforts. Our involvement highlights Aqua’s commitment to marine electrification and cutting-edge infrastructure, and we are excited to collaborate with fellow industry leaders to drive this transformation forward.”

Orbit Clipper (designed by Aus Ships Group) will replace the current cross-river ferry service, continuing to serve the DoubleTree by Hilton hotel in Rotherhithe and meeting the demands of Canary Wharf’s growing employment centre and burgeoning residential neighbourhoods on both sides of the river. A new step free pontoon is being built on the south side as part of the project, and the existing pier at Canary Wharf will be modified to accommodate the new fully electric ferry berth. This initiative has been made possible through partial sponsorship from the Clean Maritime Demonstration Competition Round 3 (funded by the Department for Transport with Innovate UK), and with project partners high-speed aluminium ship builder, Wight Shipyard Company; maritime civil engineering consultants, Beckett Rankine; and electric infrastructure specialists, Aqua superPower.

For over 25 years, Uber Boat by Thames Clippers has spearheaded innovations in the marine sector, consistently supporting the Thames’ role in Greater London’s sustainable transport future. As part of this mission, the business has also been exploring advanced fuel options, including compressed hydrogen gas, liquid hydrogen, and methanol.

For more information about Uber Boat by Thames Clippers and its sustainability initiatives, please visit uberboatbythamesclippers.com.

We’re at the cusp of a whole bunch of awards celebrations and we have plenty to celebrate! We’re thrilled to have been shortlisted for multiple awards for our innovative communications solutions. Of course, the pride and glory of awards are always enjoyable, but more than anything, we’re pleased with what this recognition says about our work.

Having judged many awards ourselves, we know that creativity, innovation and impact are what’s needed to make an award entry stand out from the crowd. At Barley, we blend strategy, creativity, expertise and passion into social purpose communications that deliver real impact for our clients.

Here’s a snapshot of the work we’ve been shortlisted for:

Rebranding a charity for ETP

To mark a new era for ETP, we designed a bold visual identity that unifies perspectives, clarifies the organisation’s message and charts a course for the future. We developed a new website that’s been shortlisted for Best Website or App at the Memcom Excellence Awards and Best Marketing Initiative or Project at the Association Excellence Awards.

Membership organisation, EACTS

The European Association for Cardio-Thoracic Surgery (EACTS) – a 4,000+ membership organisation for the cardiothoracic surgical community that aims to improve outcomes for heart and lung patients around the world – has been shortlisted for Best In-Person Event of the Year at the Memcom Excellence Awards.

The shortlist for EACTS is for the 37th EACTS Annual Meeting which took place in Vienna in 2023 – and we’re proud to support EACTS to deliver the flagship event. At Barley, our work includes managing organic and paid social media to drive over 5,000 participants to the event, publishing a daily newspaper over the four-day event and working with Go Forth Films to produce a daily highlights video. Barley is again supporting EACTS with this year’s Annual Meeting, which is being held in Lisbon from 9-12 October.

Environmental behaviour change campaign for Keep Britain Tidy

Based on eye-opening data about people’s buying habits, we created and delivered a topical campaign across digital and social platforms, setting our audience the task of buying nothing new for a month. This one is up for Behaviour Change Campaign of the Year at the Global Glood Awards and the Education, Training and Communication Award at the National Sustainability Awards.

Charity communications for Nordoff and Robbins

We’re shortlisted for PR Team of the Year at the Charity Times Awards for our strategic approach to media relations for the inaugural Northern Music Awards – helping Nordoff and Robbins raise their profile, raise funds and demonstrate the impact of their life-changing work as the UK largest provider of music therapy.

Local authority communications for Suffolk Waste Partnership

Our #ShakeItOut campaign to reduce recycling contamination has made a lasting impact, resonating with Suffolk households through eye-catching creative across multiple communications channels. This standout campaign of this year’s awards has so far been shortlisted a whopping eight times.

And there’s more! In addition to our client work, Barley has also been shortlisted for several agency awards, including the Women in Green Business Awards and the Association Excellence Awards.

This recognition is true testament to the dedication, imagination and enthusiasm our team brings to every project. And we’re ever appreciative of our marvellous clients for choosing Barley to deliver across a wide range of their communications needs.

Bring on the celebrations!

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