I’m not a cyclist
Changing perceptions of who really gets on their bike.
Changing perceptions of cycling to increase its appeal to people who just didn’t see themselves as cyclists was quite a challenge. We needed to frame cycling as an everyday activity, tackling social norms about cyclist being lycra clad with expensive bikes and highly competitive.
Our campaign addressed the perception head on, reflecting authentic cyclists who just use their bike to get around… we told their stories, using their own words to describe why they cycle – saving money and time, because they just enjoy it!
