Campaign Theme

Promotion and Encouragement

Introduction

Cycling in a park
Cycling in a park
While road conditions and layout undeniably affect cycling levels, encouraging it through 'softer' - or 'smarter choice' measures - is equally important. Maps, advertising, tax incentives, cycle training, workplace challenges, mass bike rides and events all make a difference too.
  • Measures that encourage, incentivise and make it easy for people to try out alternatives to the private car are known as ‘smarter choices’.
  • While smarter choices must go hand-in-hand with improving cycling conditions on the highway, they are actually often more cost-effective. In terms of congestion, for example, they yield on average £10 of benefits to every £1 spent.
  • Smarter choice measures include: advertising and promotional campaigns, marketing directly to individuals, tax incentives, cycle training, maps, rides, events, and activities for specific groups in society.

Latest News

Big Bike Revival proves a solid-gold success
Children on bikes
The Big Bike Revival, a nationwide scheme to get people young and old cycling this summer, has proved a solid-gold success this Olympic year – with over 30,000 people inspired and encouraged to...
GB star Hannah inspires a new cycling generation through the Big Bike Revival
GB mountain biker and Big Bike Revival supporter Hannah Escott
One of the world’s top mountain bikers is teaching hundreds of children in the West Midlands how to discover the joys of cycling as part of this summer’s Big Bike Revival.
Jak leads rides for homeless as Big Bike Revival sparks a summer of cycling
Kallum Thomas and Jak Davies at Ceracycloan in Stockport
Jak Davies is helping his fellow homeless in Stockport discover the huge health benefits of cycling – with help from local bike recycling and repair centre Ceracycloan and Cycling UK’s Big Bike...
Learn and Lead - free one-day Ride Leader workshop
A group ride
Cycling with others is lots of fun and you can lead the way by attending one of our free on-road Ride Leader workshops. We offer a comprehensive classroom-based workshop to teach you the theory of...
 
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