Skip to content

Digital PR Agency

She Can Ride


Bott and Co is an award-winning solicitors, with specialist expertise in areas including road traffic accident claims. Seeking to own a topic relevant to its potential client base, our ‘She Can Ride’ campaign positioned the firm as a thought leader in cycling. Our comms objective was to secure national media coverage and generate quality backlinks.


We commissioned research into female attitudes to cycling post-pandemic, which revealed half of women in the UK felt scared to cycle (put off by road dangers and personal safety) and 90% didn’t own a bike. We created a media story around the shocking findings, and launched the ‘She Can Ride’ campaign which aimed to get 50,000 women cycling.

Focussed on our objective to generate quality backlinks, we created a campaign hub featuring an interactive cycle club finder, connecting potential female riders with others to boost participation rates. This gave the media an authentic reason to link back to the brand site.

We partnered with Paralympian Dame Sarah Storey who became the face of the campaign. As well as commenting on the research, she offered positive and practical tips on how women can get into cycling, which were used in social media video content as well as press interviews.

Finally, revealing the real women behind the data, we sourced and interviewed case studies and told their inspirational stories across channels.


Dozens of media hits

Riding home with dozens of media hits, campaign coverage included nationals The Guardian, Metro, The Sunday Times, The Daily Telegraph, Daily Mail and Financial Times. Sentiment was resoundingly positive as the press got behind our movement.

Domain authority of 58

Half of media coverage included a backlink to the campaign page from a high average domain authority of 58, and significant peaks in traffic to the website could be seen as coverage hit.

Sign up for our
ingenious newsletters

Fill in the form to receive our ingenious newsletters packed full of industry insights, practical tips and just a little of our own news.

    Our Awards

    Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…