1. Presentation
Resource to multimedia tools and social networks to promote the bicycle’s image and use.
2. Objectives
- Promoting a positive image of the bicycle, breaking with existing resistance and increasing its social acceptance;
- Raising awareness among the general population about the benefits of cycling and promote modal shift;
- Encouraging people who already cycle to do it more often;
- Encouraging people to use the bicycle as a means of transport.
3. Measure’s Importance
Social and multimedia networks can play a decisive role in motivating, empowering and engaging citizens by creating bilateral channels of communication and opportunities to inform, listen and engage citizens (including real-time information).
It also makes cycling fun and reinforces the image of cycling through technology and peer networks.
The use of social networks is essential to minimize costs and maximize the impact of bicycle promotion initiatives.
1. Good Practices
– It should be based on a well-defined strategic plan and monitored to track and analyse results and engagement.
– Defining target groups is essential.
– Electronic platforms are also virtual communities and should not be limited to information dissemination, but instead open communication channels.
– Explain the principles behind the measures to make it clear its importance and impacts (See Information).
– Monitor and reframe measures to meet user needs without compromising sustainable ideals (See Management, Monitoring and Maintenance).
2. Actions
 | Social Networks Bilateral communication channel, across different platforms including Internet forums, blogs, wikis, social networks (Facebook, LinkedIn, Twitter, Google+), podcasts, photography (Instagram, Flickr), video (YouTube, Vimeo) with possibilities of classification and bookmarking, which can be integrated. Learn more: civitas.eu/content/use-social-media-involve-citizens-urban-mobility-projects-and-city-planning |
 | Cycling TV Shows Television can reach different audiences, particularly those who do not use social networks. A TV show about cycling and related subjects (daily life, environment, health, physical activity, safety, tourism, new initiatives and services) helps to encourage and raise awareness about cycling mobility. Learn more: Vamos Pedalar ("Let's cycle") (TV Cultura, Brazil). |
 | Cycling films exhibition Bicycles film festivals or exhibitions from emerging or established filmmakers who share a passion for the cycling. The venue can be outdoors so that the public can come by bike. E.g.: Bicycle Film Festival; Cine Bike-In (Brasília). |
The Finnish Cyclists’ Federation has used social media to motivate people to ride their bikes even in winter, using the hashtag #Pyöräilytalvi (winter cycling) and encouraging people to share photos on the topic.
Learn more: ecf.com/sites/ecf.com/files/Tulenheimo.M_Using_social_media_in_promoting_year_round_cycling.pdf
1. Impacts
 | Mobility system efficiency Branding promotes a positive image of the cycling, helping to increase the modal share of the bicycle, and thus promoting less traffic and greater efficiency of the mobility system. As the number of bicycle users increases, the city will need to invest in more cycling infrastructure (which is cheaper to build and maintain than road infrastructure). |
 | Livable streets Bicycle promotion campaigns raise awareness about the relationship between cycling and a more human scale city, promoting more lively streets. |
 | Protection of the environment As a result of cycling promotional campaigns that aim to increase bicycle use, the local environment will be improved. |
 | Inclusion, equity and accessibility By promoting social acceptance of the cycling, these campaigns promote greater social equity. However, it is important that these actions target the groups and address the specificities of the most vulnerable groups (people with reduced mobility, economically disadvantaged groups, women, the elderly, minorities). |
 | Safety and comfort Depending on the purpose of promotional activities, these may include raising awareness to reduce of the road safety hazard to which bicycle users are exposed. |
 | Economic value Bicycle campaigns help to boost the city centres economy. |
 | Awareness and acceptability Bicycle promotion campaigns targeting different groups are essential for raising awareness and reducing resistance to cycling. |
Legend:
 | Very positive |  | Positive |  | Neutral |  | Negative |  | Very negative |
2. Barriers
 | Legal The legal framework must be taken into account when using multimedia platforms and social networks. |
 | Finance The management costs of social networks are reduced; film exhibitions can more expensive. |
 | Governance The responsibility usually lies with the promoter, but it can benefit if other stakeholders are mobilized. |
 | Political acceptability No political resistance is expected. |
 | Public acceptability No public resistance is expected. |
 | Technical feasibility No barriers. |
Legend:
| No barrier |  | Minimum barrier | | Moderate barrier | | Significant barrier |
3. Budget
| Area | Measure | Unit | Cost | Implementation year |
| Usti nad Labem (Czech Republic) | Radio broadcast | 1 broadcast every 2 months usually containing 2 news items presented in an interview with a member of CIVITAS ARCHIMEDES | 0,00 € | 2007 |
Case study 1: Gdynia (Poland)
Gdynia municipality in Poland is very active on social networks through different Facebook accounts linked to the municipality. It has specific accounts dedicated to sustainable mobility on Facebook, Twitter, Youtube and Instagram, with an office for sustainable mobility communication.
Learn more: www.facebook.com/MobilnaGdynia; www.mobilnagdynia.pl
Impact:
| Mobility system efficiency Promoting sustainable mobility through social networks has positive impacts on mobility system efficiency. |
| Livable streets Promoting sustainable mobility through social networks promotes livelier streets. |
| Protection of the environment Promoting sustainable mobility through social networks has positive impacts on environmental protection. |
 | Inclusion, equity and accessibility The use of social networks allows the municipality to reach a wide range of the population, but has restrictions on those who have difficulty accessing information and communication technologies. |
 | Safety and comfort No direct impacts. |
 | Economic value No direct impacts. |
 | Awareness and acceptability The use of social networks allows the municipality to disseminate actions, messages and events to promote sustainable mobility, contributing to raise awareness of the population. |
Legend:
| Very positive | | Positive | | Neutral | | Negative | | Very negative |
CIVITAS (2015). The use of social media to involve citizens in urban mobility projects and city planning: policy note. Accessed 21 June 2019. Available at: https://civitas.eu/content/reaching-citizen-toolkit-effective-communications-and-marketing-0?_ga=2.111292620.975873327.1562859272-1591524084.1559750948
Johnson, A., Mastakas, K., Maerten, C., Spencer, G., Porter, J. (2011). Reaching the Citizen: Toolkit on Effective Communications and Marketing. Accessed 21 June 2019. Available at: https://www.eltis.org/sites/default/files/trainingmaterials/civitas_toolkit_on_marketing_communications.pdf