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After officially launching our ‘This Is What A Cyclist Looks Like’ campaign at Landor Links’ Cycle County Active County conference in September, we have continued to roll out our campaign at various outreach events across south Essex. The campaign aims to challenge people’s perceptions of what a ‘real’ cyclist looks like.
We created the campaign in an effort to steer people away from the idea that cyclists look a certain way and to inspire more people to travel by bike.
Some people can be put off cycling because they associate it with extreme fitness and body-hugging Lycra. In response, the This Is What A Cyclist Looks Like campaign features photos and videos of local cyclists, showing a range of outfits that real people wear to cycle to work, places of education or training opportunities. The images and video footage have been shown at ForwardMotion’s travel roadshows in Southend-on-Sea, Grays and Basildon in October and November. The campaign video has been viewed by over 2,000 people on ForwardMotion’s social media channels.
We will carry on promoting the campaign in December and the New Year to encourage more people in south Essex to start travelling by bike.