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

200 women get Onna Bike to celebrate cycling and the Tour de Yorkshire
Onna Bike women's ride in Bradford
Cycling UK Community Cycle Club Onna Bike celebrated the Tour de Yorkshire by putting on a hugely successful short ride for women in Bradford.
UK cycling bodies launch Europe-wide Association of Mountain Bike Guides Licence
Devil's Staircase near Glencoe by Paul Rogers
Cycling UK has joined forces with two leading mountain bike coaching organisations to boost the MTB guides industry across Europe.
School cycle leader Dylan knows his ABC when it comes to C2C
North Halifax Grammar School C2C ride
Dylan Jugroop is leading a school outing with a difference this summer – a 140-mile cycle ride for 40 students between the west and east coasts of northern England.
How cycling helps heart attack victims rebuild their lives
Alton Cardiac Rehab group
Cycling has helped Mike Hutchinson rebuild his life after he suffered a heart attack seven years ago. Mike is a member of the Alton Cardiac Rehab cycling group in Hampshire, which celebrates its...
 
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