More than a Cyclist

Overview

In 2022, we began a partnership with the UK based More than a Cyclist campaign and join forces to try and make the roads safer for people who ride bikes.  While many local councils around Australia are investing in better off road infrastructure for active transport, it remains that cyclists still need to use the road to get to their destination.

Aim

Our mission is to make cycling safer, by putting a human face to people who ride bikes.

Objectives

Our objective is a behavioural outcome where more people feel safer to use active methods of transport, particularly for short trips. Active travel in Australia has steadily declined since the 1970s, now ranking it amongst the lowest in all OCED countries. The campaign humanises the bike user, creating empathy to enable acceptance and attitudinal change of the place of bikes on our roads.  We hope that motorists will leave space when passing bikes and that aggression is reduced.

What’s involved

More Than A Cyclist Australia is a social campaign that asks followers to reshare posts in order to reach those beyond the cycling community. It relies on people who ride bikes to be advocates and the mechanism for reaching the target audience – drivers throughout our neighbourhoods.

The aim is for drivers to see the posts from their cycling friends and by connecting emotionally to them, they will rethink their approach to people who ride bikes. By connecting the message of cyclists as people, with the medium of a post from a person they know, we increase the impact of the campaign. Help us change perceptions and save lives.

How it works

The campaign uses images of real people who use bikes as their means of transportation. The image is split between their ‘bike persona’ and their ‘everyday persona’, highlighting the fact that they are the same human, and indeed highlighting the variety of people who choose to cycle – from doctors to community workers, students and executives, they are also mothers, fathers, sisters, brothers – so much more than a cyclist.

Watch

Testimonial

“Cyclists stand to lose more by riding on the road, be the person who lowers the risk rather than increase it”

John

How you can help:

Share

Follow us on social media, download our promotional assets and share our posts to spread the message. When drivers see posts from you, their friends, and their family, it increases the relevance of the campaign.

Care

Live the change you want to see. Be an advocate for safer roads by; riding responsibly, signing petitions, and supporting local initiatives.

Sponsor

Our UK counterparts have formed productive corporate relationships who provide financial and in-kind support.  If you would like to discuss corporate sponsorship opportunities, please get in touch…