A string of cycle riding casualties in a single week in the spring of 2010, doesn't change the little known fact that cycling is actually the safest mode of transport by the hour, even before health benefits are factored in. But any road deaths are too many, and Aotearoa’s aggressive car-dominated road culture needed a wake-up call.
Bikes for Life was a passionate creative initiative by ad creative Gregg Wood. We teamed up, contributing visual design, some PR action, and a power of people on pedals. Short term result: lead item coverage on ONEnews. Long Term result –changing car-addicted kiwi attitudes will require a more fundamental cultural reset.