How does a bicycle group successfully get more people on bikes? There are many ways to go about it, one way is through an ad campaign. Market bicycling - show people on bikes or like everybodyBIKE did, show pictures of people who do a lot of things, including ride bikes.I think that a lot of non-cyclists view bicycling as a sport, as something that middle aged men in Lycra do on the weekends, or as something that people are forced to do because they've either lost their drivers license or can't afford to drive. While the above assumptions may be true for some people, it certainly doesn't describe me or many of my friends and co-workers.
There are many reasons people choose to bike, some do it for the exercise, some for the environment, because it's fun, to save money and some because they don't have another vehicle. I think that if we want to be successful in getting more people of all ages, males and females on bikes, then we need to show images of all types of people who are bicyclists.
But, where are the bikes in these ads? Where are pictures of these normal people actually riding their bikes. Only one shows a bike, and he is the "rare bike collector", hardly the image to get average people moving. Nice intent, not well executed unfortunately.
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