News More Than A Cyclist Campaign – Free Starter Pack Available Cyclists are often viewed as objects or hazards on the road rather than people, and research shows that this perception gap has a dangerous impact on attitudes that lead to negative consequences for safety. We want to change that by helping other organisations across Australia deliver the “More Than a Cyclist” (MTC) campaign with a free starter pack. Launched by Healthy Cities Australia in 2022 (under the licence of More Than a Cyclist UK), the campaign humanises cyclists and recognises the person under the helmet by using images of real people who cycle. The campaign aims to help improve the safety for all bike users on the road, by shifting language, imagery and emotional framing, reducing dehumanisation, and building empathy and respect for people who cycle. Now, the More than A Cyclist campaign has been nominated in the 2026 Australian Road Safety Awards – a testament to the positive impact of the campaign in improving road safety. “If we put a human face to cyclists, we may improve attitudes and reduce aggression directed at on-road cyclists, resulting in an increase in public acceptance of cyclists as legitimate road users.” The inaugural Healthy Cities Australia MTC campaign in 2022 saw an incredible response when it was launched in Wollongong and had reached over half a million people from both online platforms and physical billboards. “It was an important campaign for our local community, since Wollongong was given the prestigious UCI Bike City label in early 2021” – Kelly Andrews (CEO of HCA). Any increase in the number of cyclists requires awareness and improved adherence to cycling safety regulations. Our free starter pack can support your organisation through each step of the campaign. It includes photography specifications, digital assets for posters, social media tiles, suggested copy, logos for co-branding and questions for your local bike riders to personalise your campaign. We’ve made it easy so that together, we can make a meaningful impact and reach more people in Australian communities. Campaign participant Edward Birt who is also a Master Ride Leader at Bicycle NSW has mentored and supported hundreds of cyclists of all ages and abilities. “It’s so important that people recognise cyclists as people first and that’s why I love the More Than a Cyclist campaign. Australians are famous for having a poor attitude towards cyclists and that’s why this campaign matters. The more we can encourage road users to look at cyclists as people – mothers, fathers, sons and daughters and members of their community – the more likely they will be treated with care and respect when they are encountered on the road.” – Edward Birt, Senior Policy Specialist at Community Industry Group (CIG). The MTC Starter Pack is available at: www.morethanacyclist.org.au Learn about the program: https://healthycities.org.au/programs/more-than-a-cyclist/ OR Download our More Than A Cyclist Rationale This campaign is run in partnership with Healthy Cities Australia, under licence from “More than a Cyclist” UK.