A pilot scheme to get lapsed cyclists dusting off their bikes has worked, with over 40% of those taking part saying they cycle more often since the event.
Devised by a marketing and communications company, Diva Creative, the Big Bike Revival aimed to get 1,000 people visiting local bike recycle centres in West Yorkshire, Greater Manchester and Merseyside during the 2014 October half-term holiday.
Commissioned by CTC, the national cycling charity, the campaign offered cyclists the chance to get their bikes fixed and find out more about cycling in their area.
Diva used social media, local press and posters, and engaged with charities, cycling groups and other projects on Facebook, developing the campaign from concept to delivery in just ten days.
The campaign’s Facebook page achieved over 300 likes in seven days and the advertising reached 64,089 people in four days. The results speak for themselves, with more than 1,300 people attending events, 989 of them completing a survey, and many local newspapers covering the story.
The scheme brought 317 bicycles back into use and calculated that a further 2.3 bikes per household were hidden away in sheds or garages.
Since taking part in the Big Bike Revival 41% of people say they can cycle more frequently as a result, with 28% making a commitment to cycle at least once a week. Of the 41% of people who commute small distances by car each day, 8% promised to cycle to work, while 38% of non-regular cyclists signed up for cycle training.
A cost-benefit analysis showed that the economic case was also sustainable – for every £1 spent, an additional £3.03 – £3.17 was returned in value. Indeed, the Big Bike Revival was such an all-round success it has received ministerial backing and government funding for a national rollout this year.
