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<\/p>\n<\/i>Summary<\/h4><\/a><\/li>
<\/i>Description<\/h4><\/a><\/li>
<\/i>Assessment<\/h4><\/a><\/li>
<\/i>Evidence<\/h4><\/a><\/li>
<\/i>References<\/h4><\/a><\/li>\r\n <\/ul>
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1. Presentation<\/strong><\/p>\n
Branding and promotional activities<\/strong> involve different campaigns and tools that seek to promote the bicycle and its benefits. It includes brochures, news bulletins, mass media, social networks, apps, events, etc., which can be used individually or together. They integrate the so-called soft measures<\/u>, which push for the voluntary change in mobility patterns.<\/p>\n
A comprehensive promotional campaign is meant to \u201csell\u201d the idea of cycling to those who currently do not and to create a positive bicycle image for the general audience.<\/p>\n
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2. Objectives<\/strong><\/p>\n
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- Promoting a positive bicycle image, breaking with existing resistances and increasing its social acceptance;<\/li>\n
- Sensitizing the general population for the benefits of cycling and promoting modal shift<\/u>;<\/li>\n
- Pushing cyclists to do it more frequently;<\/li>\n
- Pushing people to use bicycle as a transportation mean.<\/li>\n<\/ul>\n
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3. Measure’s importance<\/strong><\/p>\n
Promotional activities or campaigns take a central role in achieving mobility behaviour changes, because infrastructure alone does not bring the desired increase in cycling levels.\u00a0 Promotional activities facilitate acceptance, involve the community and appeal to emotions, selling the idea of cycling like any other product, using mainstream marketing principles and techniques to promote and reinforce the idea of cycling as a \u201cnormal\u201d mode of transport for all.<\/p>\n
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