Earlier this week I asked what you would do as a marketer tasked with getting people to switch from cars to bikes. The resulting discussion was impressive. The main points were to emphasize the ease and desirability of cycling, while not being too pushy or preachy and remembering that infrastructure is the most important piece of the puzzle. Steven Vance is discussing this approach in his Making cycling normal series, and of course it’s a constant theme over at Copenhagenize. Today I was hoping to report back on how I had the opportunity to spread this message via the mainstream media, but life is never that simple.
I volunteered to participate in the filming of a segment on winter cycling for a show on the new ABC Live Well network, along with a few other people, including Elizabeth of Bike Commuters and Julie of The Chainlink. Prior to filming, the producer sent us the following instructions:
Please be bike-ready, that is, bring your bikes and gear. We don’t want anyone showing up to the shoot site coming off a bus in work clothes! And finally, please bring your winter gear. We want to capture some footage of you guys wearing balaclavas, your three layers, and someone applying gel toothpaste to their goggles! (emphasis added)
After reading this, I considered canceling. I have no balaclava, goggles or gel toothpaste tricks, and my goal is to dress in work clothes looking as if I could have stepped off a bus instead of a bike. They obviously had a story in mind that I did not fit into. I should have followed my instinct.