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

Cycling UK’s Women’s Festival of Cycling throughout July 2017
Cycling UK’s Women’s Festival of Cycling takes place in July
To mark International Women’s Day today (8 March), Cycling UK is launching its Women’s Festival of Cycling. The festival will take place in July and will be a celebration of female-friendly leisure...
Birmingham cyclists learn maintenance skills from blind bike mechanic
Blind bike mechanic Mike Willis at iCycle in Birmingham
A blind bike mechanic is teaching the skills of his trade to members of Cycling UK’s Community Cycle Clubs in Birmingham.
Can we do it again in Northern Ireland?
Cyclists pedalling down to Stormont
On 2 March, Northern Ireland heads to the polls again as the populace votes for their new Members of the Legislative Assembly. As we did in April and May 2016, Cycling UK has teamed up with local...
How and why to put on bike rides aimed at women
Only around 20% of Cycling UK's members are female and women are hugely underrepresented in cycling as a whole. But they are also the group that have the most to gain from taking part in a fun,...
 
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  • President: Jon Snow
  • Chief Executive: Paul Tuohy
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