South Essex cycling campaign rolls into action

A new campaign has launched aiming to challenge perceptions of what a ‘real’ cyclist looks like and encourage more people to start travelling by bike.

The ‘This Is What A Cyclist Looks Like’ campaign has been devised by ForwardMotion, an initiative which aims to get more people to travel actively and sustainably in south Essex.

The campaign seeks to steer people away from the idea that cyclists look a certain way – particularly the association with ‘extreme fitness and body-hugging Lycra’.

If features photos and videos of local cyclists, showing a range of outfits that real people wear to cycle to work, places of education or training opportunities.

The graphics will be on display at various locations across south Essex, including Southend-on-Sea.

Iain Banks, travel engagement manager at ForwardMotion, said: “In my experience, too many people think cycling is for Tour de France athletes. This campaign is a positive effort to challenge that unhelpful stereotype. 

“By showing the public that there is no ‘ideal’ cyclist, ForwardMotion is helping more people embrace the bike as a great way to travel.

“Cycling is a fantastic way for people to get around; it benefits individuals by improving their physical and mental wellbeing, while likely saving them money, and it also improves the local environment. But people have to be comfortable getting on a bike.”

09 September 2019