Encouraging Health or Saving the Globe? Strategy Options for Cycling Advocacy Campaigns
Venture Cycling: Unveiling What Hooks You onto the Big Wheels
Embracing cycling as a healthier, eco-friendly alternative should ideally be a breeze, right? Yet, convincing folks to swap four wheels for two can prove tricky. The secret lies in knowing which aspects to focus on when promoting cycling. That's why we're diving into some top-notch cycling campaigns that have scored big by emphasizing diverse aspects. Here's your guide to influence the masses!
Pedaling Past Stagnation
Designing a cycling campaign calls for understanding your audience, and recognizing that common motivation doesn't always cut it. As per the Cycling Embassy of Denmark’s “A Catalogue of Inspiration” handbook, people need multiple positive experiences with something new before they consider embracing it.
So, let's see what we can extract from successful cycling campaigns targeted at various groups and centered on distinct aspects:
Cycle Mania Amidst Grown-ups
When internal motivation isn't enough, external motivation might do the trick. Case in point - the Danish Cyclists' Federation's 1997 "Bike to Work" campaign, which has since become an annual tradition. To boost commuter cycling, the organizers ran a competition open to companies, with the promise of prizes.
This idea was popularized in other countries, as exemplified by the Climate Alliance's 2008 "CITY CYCLING" campaign. André Muno, the campaign manager, explained their success lies in communicating the joy of cycling, with the intent to inspire people to bike for fun. In addition, the campaign targets local policymakers to push for cycling infrastructure improvements.
Laying Foundations for the Future – Child's Play
Children are easier to mold than adults, making youth-oriented campaigns crucial. As a counterpart to the "Bike to Work" campaign, the Danish Cyclists' Federation launched the "Bike to School" campaign for kids. This competition attracted not just the students but also their teachers and parents, sparking conversations about mobility within different social contexts. As a result, schools saw improvements in their focus on cycling and a boost in helmet-wearing among children.
Safety First, Always
With cycling comes traffic safety concerns. Campaigns focusing on cyclist responsibility usually center on helmet use. The Danish campaign "Use a Helmet – Because we love you" drew attention with a short film about a police officer handing out hugs and helmets instead of scolding cyclists. Meanwhile, the German Federal Ministry of Transport and Digital Infrastructure's helmet ad campaign faced criticism for its sexualized approach and failure to address German cities' inherent danger for cyclists. Always remember the importance of thorough research and understanding your target audience!
Electric Dreams
Ireland's first e-bike campaign, "We-Bike," initiated by the City Council in Cork, aims to promote e-bikes beyond just the city but the entire county. Rather than presenting an idealized image, the campaign showcases diverse user demographics and utilization of e-bikes.
In summary, here are our top 5 tips for framing a successful cycling campaign:
Shaping Your Cycling Campaign
Zero In on Your Audience
To inspire change in people’s views on cycling, you must first comprehend their behavior and attitudes. Identifying potential target groups is a crucial initial step, ensuring your messaging is tailored to a specific group.
The EU project CARMA, an initiative by six European cities, showcases how extensive analysis can help define specific key target groups in each city. Find the CARMA Handbook for a detailed look at their findings.
Specific Goals & Evaluation
Prior to launching your campaign, determine exactly what you aim to achieve. Broad goals include getting more people to cycle, but remember to consider people already cycling, as well as traffic safety influencers like helmet use. Investing time and resources in evaluating your campaign is key to preventing future errors and securing funding.
Health Over Environment
Although the environment is important, focusing on cycling's health benefits tends to be more effective. As Lucas Harms, the director of the Dutch Cycling Embassy, puts it, environmental arguments are often too lofty, lacking immediate tangibility for most people. Your personal health, however, is personal and directly experienced.
Emphasize Timing and Community Involvement
Incorporate your city’s community into your campaign, using relatable people and focusing on solidarity. Be present at local events to engage with people and promote your cause. Remember, good timing can make all the difference. The "We-Bike" campaign launched during Cork’s Bike Week, organizing events, workshops, and even school visits to teach children about cycling.
Building Networks & Support
Collaboration with stakeholders, allies, and partners can help you kick-start your campaign. The "We-Bike" campaign in Cork worked closely with local bike retailers, credit unions, and community groups like the Transport & Mobility Forum (TMF). Securing media involvement is also crucial, ensuring your campaign gains attention, potentially leading to international success.
- Incorporating various aspects for a more compelling cycling campaign can lead to greater success, as the Danish Cyclists' Federation demonstrated with their "Bike to Work" and "Bike to School" campaigns that emphasized internal and external motivation for adults and children, respectively.
- To inspire more people to cycle, focusing on health benefits, particularly personal health, is often more effective than solely highlighting environmental arguments, as suggested by Lucas Harms, the director of the Dutch Cycling Embassy.
- To create a successful cycling campaign, collaborating with stakeholders like local bike retailers, community groups, and media entities can be crucial, as demonstrated by the "We-Bike" campaign in Cork, extending its reach beyond the city to the entire county.
