Campaign Theme

Promotion and Encouragement

Introduction

Cycling in a park

While road conditions and layout undeniably affect cycling levels, encouraging it through 'softer' - or 'smarter choice' measures - is equally important. Maps, advertising, tax incentives, cycle training, workplace challenges, mass bike rides and events all make a difference too.

Measures that encourage, incentivise and make it easy for people to try out alternatives to the private car are known as ‘smarter choices’.
While smarter choices must go hand-in-hand with improving cycling conditions on the highway, they are actually often more cost-effective. In terms of congestion, for example, they yield on average £10 of benefits to every £1 spent.
Smarter choice measures include: advertising and promotional campaigns, marketing directly to individuals, tax incentives, cycle training, maps, rides, events, and activities for specific groups in society.

Latest News

Get Britain Cycling report recommends £10 per head, per year funding for cycling

Chris Boardman, MP Julian Huppert, Dr Sarah Wollaston and Ian Austin

Six weeks of oral evidence, hundreds of written pages, and the report is out. CTC welcomes its publication and urges the Government to implement its 18 recommendations

Let CTC help your cycling group move up a gear!

Are you one of CTC’s valued volunteers and active within a local group? Would you like to share the secrets of your success with others? Would you like some help to resolve issues affecting your...

Enter a new health and fitness study to win £100 in vouchers

UCL researchers are launching a study into the effects of cycling on health

Researchers from University College London are asking for your help to learn more about cycling and health by entering a new study.

Surge in cycle use in 2011

Young and middle aged men show the biggest increase

Cycle use increased by 15% in 2011, according to new data from the Department for Transport. This contradicts earlier figures that had seemed to suggest static cycling levels last year. Growth was...