Stuff has created an advertising campaign to encourage people to swap their cars for pedal power.
Commissioned by the University of West of England, as part of the region’s Cycling City project, the campaign aims to communicate cycling as an attractive way of getting about.
“The research undertaken by UWE showed that people were most interested in the sense of freedom cycling gave them. Riding a bike makes people think back to their childhood and this allowed us to concentrate on the more positive and fun aspects of cycling.” explained Stuff Creative Director, Richard Spruce.
“Everyone knows that cycling is good for you and more environmentally friendly. We’re not expecting people to give up their cars completely but we wanted to show the enjoyment you get from cycling.”
The work will run on buses, adshels, door drops and in the regional press.
Photography and retouching by Jon Raine.
Visit www.betterbybike.info for more information.