Campaign Theme

Promotion and Encouragement


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

Community cycling groups Onna high after sharing award!
Whalley Range on Wheels and Onna Bike receive their awards
The quality of entries for our Best Community Project award was so high that it ended up being shared between two extremely worthy and hard-working groups – Whalley Range on Wheels and Onna Bike....
Streetbikes take the plaudits after John Radford Memorial Ride
Streetbikes receive Cycling UK award
Streetbikes has won a prestigious Cycling UK award for organising the John Radford Memorial Ride and for its work promoting cycling for all ages and abilities in the Kirklees area of West Yorkshire.
Stunt star Matti has fans in a spin at Big Bike Revival event
BMX stunt rider Matti Hemmings
Professional BMX flatland rider and Guinness World Record holder Matti Hemmings wowed spectators with a special demonstration of his bike stunt skills in Sholing, Southampton, as part of Cycling UK’s...
Asylum seekers learn new skills through Salvation Army and Big Bike Revival
Salvation Army bike maintenance course
The Salvation Army are helping to transform the lives of asylum seekers and refugees in Swindon through Cycling UK’s Big Bike Revival.
  • Patron: Her Majesty The Queen
  • President: Jon Snow
  • Chief Executive: Paul Tuohy
  • Cycling UK is a trading name of Cyclists’ Touring Club (CTC) a company limited by guarantee, registered in England no: 25185. Registered as a charity in England and Wales charity no: 1147607 and in Scotland charity no: SC042541. Registered office: Parklands, Railton Road, Guildford, Surrey GU2 9JX.

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