Cycle to Work Day takes off
If you didn’t cycle to work on 4th September (www.cycletoworkday.org) it wasn’t for want of high profile media coverage or social media buzz encouraging you to do so. On behalf of our client, Cyclescheme, we secured over 30 national pieces including BBC Breakfast, Chris Evans Breakfast show, Sky News, the Daily Telegraph, Mail on Sunday, Guardian, Times, Sun and Daily Express and untold online news outlets. Crucially, as women were a key audience for engagement, we also got coverage in Grazia, Mail Online Showbiz, Reveal and a full page in STYLIST.
The campaign was trending on Twitter throughout the day, while Facebook impressions doubled. Thousands of people – from Boris Johnson to Helen Flanagan to the Sylvanian Families – tweeted their support or shared pictures through Facebook and website hits shot up by 40%. Nearly 18,000 people pledged over 260,000 miles of cycling on the day itself.
The coverage was built on an inspiring ambassador in the shape of successful Paralympian, Dame Sarah Storey, plus research that pinpointed the benefits of cycling to work for employees and businesses alike – 53% of employers say cyclists take fewer sick days and 63% say cycling initiatives have improved their business, while two thirds of employees who cycle to work say they’ve been more productive since taking up cycling.
At Forster Communications we’ve long been believers in the benefits of commuting by bike, and just shy of 40% of our team cycled to work regularly in 2013, motivated partly by the fact we give ourselves five minutes extra holiday for each day that we manage to get into work by bike.