Raleigh launches inclusive and innovative cycling campaign
Raleigh has launched a new marketing campaign, running in London, Nottingham, Sheffield and Birmingham, which challenges common perceptions of what a cyclist looks like, championing the idea that we all can be cyclists.
This latest campaign titled ‘I’m a Cyclist’ aims to highlight that anyone can ride a bike, and ‘be a cyclist’ at a time when cycling as transport is becoming increasingly more accessible for many.
To create an impactful message, Raleigh features a range of real-life people with different occupations, ages, ethnic backgrounds, and styles, exploring a realistic breadth of what a cyclist might look like and highlighting how people from all walks of life can benefit from riding a bike.
Raleigh adds a playful twist to their out of home campaign by adapting the well recognised style of ‘CAPTURE verification’, where you interactively mark all of the traffic lights or trees in a gridded square. This familiar iconography has been amplified to appear on gridded motion-enabled billboards. A variety of people, instead of traffic lights, are displayed on the billboards and the public are asked to ‘select all of the cyclists’. This challenges the stereotypical perceptions of a cyclist and ensures more riders feel represented. Ultimately the motion graphics lead to the conclusion that there is no definitive image or look of a cyclist.
Raleigh has made it their mission to encourage everyone to embrace cycling as an alternative mode of transportation, whether that’s for the school run, commute, grocery shopping or simply leisure. Therefore the creative for the ‘I’m a Cyclist’ campaign considers the idea that there is a disconnect between what people think when they hear the word ‘cyclist’ and what the actual majority of riders look like.
Raleigh and Women in Sport recently partnered to carry out research aimed at identifying challenges and targeting change which encourages and enables women to take up cycling. To explore this in more detail, click here.
