Greater Manchester
Changing perceptions of who really gets on their bike.
A campaign that handed itself over to the real cyclists of Greater Manchester, the ones who never call themselves that.
01 / The challenge
What needed to change.
Cycling has an image problem. For many people, the picture is lycra, performance and personal-best chasers. If you don't recognise yourself in that picture, you don't consider cycling an option for you.
02 / The insight
The reframe that opened the door.
The most persuasive voices weren't athletes or campaigners. They were people who had quietly made cycling part of their everyday lives, often without ever calling themselves cyclists at all. Their stories normalised the choice in a way no aspirational image could.
03 / The approach
What we made, and how.
We addressed the perception head on, handing the campaign over to the people living it. Real cyclists, in their own clothes, going about their lives, telling their own stories in their own words. People who cycle to work, to the shops, to school. People who would never call themselves cyclists, and don't have to.
We didn't tell people to become cyclists. We told them the people they already are can cycle.
04 / The outcome
What changed.
Real people
no models, no lycra
Greater Manchester
city-region wide
Insight-led
co-created with riders