Courtesy of thesource.metro.net
Every Lane is a Bicycle Lane Billboard
"Every Lane is a Bicycle Lane" is a PSA campaign run by Metro's Creative Services and Marketing groups in Los Angeles, CA.
Funded by the Danish national bicycle fund, the study "Effective Bicycle Promotion - Development of methodology to determine the effect on messages regarding marketing of bicycle traffic" has shed light on the images and messages that can have the greatest impact on promoting bicycling for transportation.
The study, conducted by Copenhagenize Design Co and Thomas Krag Mobility Advice, has found some of the essential ingredients for marketing campaigns aiming to promote bicycling:
Our research allowed us to unpack some of the ways in which consumers responded to cycle-focused marketing, and revealed a number of important results. For example, we discovered that an image of a cyclist wearing a helmet had a negative marketing effect on cycling, yet has a stronger positive marketing effect on cars than a typical car advertisement. Furthermore, when safety messages were included in the marketing campaigns, they were considerably more effective when the advert focused on the cyclist as an individual, as opposed to discussing the overall risk of cycling.
Read the report at copenhagenize.com