ABOUT THE PROJECT

This year-long campaign had one goal: inspire more women to ride bikes. Broken into themes inspired by the Worth It Manifesto [see video and poster], content throughout the year mapped back to specific lines within the manifesto. Three phases “New Kid on the Block”, “Leading Ladies” and “Escape Artists” helped unify content to specific themes or audience. As well as retail components, a mini-book called “Bike Like a Boss” was created for each phase, to be printed out and used at events thrown by retailers relating to each campaign phase. Campaign kick-off included free manifesto poster for month of may – final signup gave away just over 35,000 posters.

Additional Links

Retail | Bike Like a Boss Issue #1 : New Kid on the Block

Editorial | The Littlest Ambassador

Editorial | Leave Clear Tracks for Others to Follow

Retail | Bike Like a Boss Issue #2 : Leading Ladies

Web | “How to ride long” : New Kid on the Block