New #BikeIsBest campaign goes live across the UK

This morning has seen news that the latest ads from the #BikeIsBest campaign have gone live up and down the country.

The announcement rightly highlights that, “from a coffee and catch up to popping to the shops: for many of the short journeys we make each day, Bike is Best!”

As Adam Tranter shared the news, via LinkedIn post and email news letter, he also gave “thanks to Clear Channel UK and cycling industry partners for their support in making this high-profile campaign happen.”

Looking back at work the #BikeIsBest campaign has initiated over the past 12 months, research commissioned by Bike is Best, carried out by academics at Westminster University, found that boosting use of e-bikes would deliver a slew of benefits not achieved by shifting to electric cars.

Using commuting data and the Department for Transport’s Propensity to Cycle Tool (PCT) – designed to assist transport planners and policy makers in prioritising investments and interventions to promote cycling – research found that dedicated cycling infrastructure, coupled with access to e-bikes, could encourage up to 25% of commuting journeys to be made on a bike.

Added to this – “average traffic speeds in London are 7.4mph… most car journeys would be quicker if you ran” – and it’s clear that there is significant justification for investment in subsidies encouraging and supporting e-bike purchases.

In September of 2022 CI.N hosted a podcast with Adam Tranter, exploring ‘Why now is the time to back BikeIsBest’ – to listen to the podcast, click here.

The All-Party Parliamentary Group for Cycling & Walking  signing up Fusion Media, the agency behind the industry-backed #BikeIsBest campaign, in February of 2021, to help drive its work promoting active travel both inside and outside of Parliament.