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.