British bicycle brand Raleigh has launched an out of home campaign, running in London, Nottingham, Sheffield and Birmingham. This seeks to challenge misconceptions of what a cyclist looks like and champions the idea that we all can be cyclists.
The latest Raleigh campaign is titled ‘I’m a Cyclist’. It aims to break down the stereotypes around cycling, showcasing that anyone can be a cyclist and that cycling is becoming increasingly more accessible for many.
To create an impactful message, Raleigh features a range of people with different occupations, ages, ethnic backgrounds, and styles, exploring a breadth of what a cyclist might look like and highlighting how people from all walks of life can benefit from riding a bike.
Raleigh adds a playful twist to its out of home campaign by adapting the well-recognised style of captcha verification, where, for example, a viewer might interactively mark all traffic lights, buses or trees in a gridded square.
This familiar iconography has been amplified to appear on gridded motion-enabled billboards. A variety of people, instead of traffic lights, are displayed on the billboards and the public are asked to ‘select all of the cyclists’. This challenges the stereotypical perceptions of a cyclist and ensures more riders feel represented.
Raleigh adds that… ‘Ultimately the motion graphics lead to the conclusion that there is no definitive image or look of a cyclist.’
