#BikeIsBest to enter next stage of campaign
Posted on in Business News, Cycles News
The #BikeIsBest campaign was first launched on the 11th June when the ACT and 50 other industry organisations join forces to launch "the most extensive coordinated promotional campaign for cycling since the 1970s".
The campaign has so far had great success in engaging potential cyclists digitally as well as through placing billboards in key cities. The #BikeIsBest video has so far had 8.5 million unique viewers across all channels.
The #BikeIsBest campaign will now be moving forward to the next phase, which involves helping local authorities to feel confident in implementing new cycling measures and making it clear on the national narrative that there is a large unmet demand for cycling and that the time for change is now.
With this in mind, #BikeIsBest are now working with Dr Ian Walker and YouGov on commissioned research which would quantify the number of "Interested but concerned" potential cyclists there are in the UK. Based on research in Portland, Oregon, the figure is approximately 60% of the population.
There is a building narrative that infrastructure won't be used and most have returned to their usual travel patterns. Local authorities that have put in bike lanes are under pressure to revert to the status quo; #BikeIsBest aim to give them statistical confidence and build a new narrative that it is our civic duty to build cycling infrastructure and meet this demand.
Research will be undertaken to try and calculate how this demand would positively affect NHS/public health, congestion and economic recovery to really hit home the message that Bike Is Best. This narrative can then be used through PR to place time pressure on authorities to roll out temporary measures as quickly as possible.
This research will be backed up by a form of shareable petition/pledge mechanism that will help to maximise the organic reach potential on social (while capturing data of interested/new cyclists).
The next phase of the #BikeIsBest campaign will likely launch next week, the ACT will update our members as and when it launches.
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