#BikeIsBest – the UK cycle industry campaign supported by leading brands, retailers, organisations and cycling advocacy groups – has launched its latest campaign: ‘The Best Tool For The Job’.
The integrated campaign is running across billboards, digital, print, social media and PR.
According to the Department for Transport, nearly 60% of car journeys are under 5 miles in England, showing that many of are using the wrong tool for the job; especially considering the environmental damage and societal drawbacks of such motor vehicle dependency.
‘The Best Tool For The Job’, instead shows for many short journeys – that bike is best.
#BikeIsBest research shows that the most successful active travel interventions focus on short and simple journeys. The campaign engaged focus groups across the UK to analyse the importance of positive imagery for cycling and test concepts for ‘The Best Tool for the Job’.
The people-focused campaign, which also shows off the spontaneous joy of cycling, works to diversify the range of ethnicities, ages and genders generally represented in cycling imagery.
The #BikeisBest campaign launched in 2020, uniting over 50 leading cycle brands, retailers and organisations into one voice with a single mission – to get more people riding bikes more often. To date, the campaign has delivered mass engagement and scaled reach with over 3.1m YouTube views, 11m combined video views across social channels, over 18m digital impressions.
It is delivered by the Cycling Marketing Board. The board will run two major advertising campaigns annually and work on a programme of advocacy initiatives to help support the ‘interested but concerned’ group who will cycle, if provided with improved infrastructure and a notable cultural shift towards cycling as transport.
Adam Tranter, Founder and CEO of Fusion Media, said “We’re really excited to be building upon the success of #BikeIsBest in 2020 with our new campaign, delivered thanks to the support of the cycling industry. The time for change is now and as we start to plan the recovery from the pandemic, it’s essential that we present cycling as attractive and approachable to those on the cusp of changing their travel modes.”
He added, “The Best Tool For The Job is a fun way to show that many of us use the transport equivalent of a sledgehammer to crack a nut when we drive for short journeys. Nobody is saying that driving isn’t a sensible option for some journeys, but with 60% of car journeys under 5 miles, there are so many that could be switched.”
#BikeIsBest 2021 is supported by:
ACT, Bike Drop, British Cycling, Brompton, Cairn, Clear Channel, Cyclescheme, Cycling Projects, Cycling UK, Dennis Publishing, Freewheel, Giant, Green Commute Initiative, Hammerhead, havebike, Hubbub, Komoot, Le Col, Lezyne, London Cycling Campaign, Love To Ride, Muc-Off, POC, Possible, Pride Out, Qhubeka, Raleigh, Schwalbe, Sigma Sports, Specialized, Sustrans, the Bike Club, The Bikeability Trust, The National Cycle Show, Trek, Universal Colours, V12 Finance, Women of Colour Cycling Collective, Wahoo, Wheels for Wellbeing, Yellow Jersey and Zwift.
