ACT joins other industry leaders to show UK public that #BikeIsBest

Leading cycling brands, retailers and organisations are launching a new joint campaign to show the UK public that #BikeIsBest and inspire a new demographic to take up cycling. It is hoped that widespread collaboration from the industry will make the campaign the first joint cycling industry initiative - combining brands, retailers and organisations - in nearly 50 years.

At the heart of the #BikeIsBest campaign is an inspirational film, designed to promote behaviour change and question why we would return to our transport status quo as the nation emerges from COVID-19 lockdown. The film will be released at the end of May and features a protagonist returning to "normal" in search of so-called freedom, only to be met by crowded trains, traffic jams and endless waiting. The campaign explores what could happen if we choose a better future by cycling and highlights that 68% of UK car journeys are under 5 miles (Source DfT, 2017). For many journeys and many reasons, the bike is the best option.

The movement will bring leading cycling brands and organisations together to present a single, unified message through their campaigning and marketing in the coming months. Each brand is encouraged to use the same hashtag and sign off in communications to leverage the power of the entire industry.

"The industry has a once in a generation opportunity to reach an entirely new audience of potential cyclists and to show off the very best the bike has to offer"

A range of companies have already pledged their support to the #BikeIsBest film including Brompton Bicycle, Canyon UK, Islabikes, Pure Electric, Specialized UK and many more.

The campaign is also backed by Sustrans, British Cycling and London Cycling Campaign.

Adam Tranter, Founder and CEO of Fusion Media, said: "The industry has a once in a generation opportunity to reach an entirely new audience of potential cyclists and to show off the very best the bike has to offer. We need to continue to influence the implementation of high-quality cycling infrastructure in our towns and cities but we also need to present cycling as the obvious solution to many problems, in its most open, attractive and enticing form. Our campaign film will do this, helping grow the opportunity for the industry and provide partners with valuable qualitative research on potential new customers. If that wasn't enough, the campaign will help millions of people see the transformative benefits of cycling."

Sir Chris Hoy, 6x Olympic Champion and father of two has been thrilled to see the recent uptake in cycling across the country: "It's been great to see so many children and families enjoying cycling and hear about little ones learning to ride for the first time too. I've really enjoyed the time I've been able to spend with my children on our bikes. Cycling brings so many long term benefits, both for our health and the environment, so I'd actively encourage everyone to give it a go - whether it's riding to work, for exercise or just for fun."

You can see the campaign presentation here.

Get Involved

The campaign will launch at the end of May 2020 and additional industry partners are welcomed. Those who pledge to the campaign will receive bespoke campaign assets and qualitative consumer insight data.

Interested companies and organisations that would like to contribute to the campaign can get involved in #BikeIsBest by emailing hello@fusion-media.co.uk.