HotChillee are proud to join leading cycling brands to launch a new joint campaign to show that #BikeIsBest and inspire a new demographic to take up cycling. It is hoped that widespread collaboration from the industry will make the campaign the first joint cycling industry initiative – combining brands, retailers and organisations – in nearly 50 years.
At the heart of the #BikeIsBest campaign is an inspirational film, designed to promote behaviour change and question why we would return to our transport status quo as the nation emerges from COVID-19 lockdown.
The campaign will utilise the knowledge and insight of Dr Ian Walker, a leading environmental psychologist and expert on behaviour change. The film’s production is led by HUMAN. creative agency. A campaign micro-site will house advice and guides as well as provide digital assets for people to show their own support for the campaign.
The movement will bring leading cycling brands and organisations together to present a single, unified message through their campaigning and marketing in the coming months. Each brand is encouraged to use the same hashtag and sign off in communications to leverage the power of the entire industry.
A range of companies have already pledged their support to the #BikeIsBest film including Beeline, Bikmo, Brompton Bicycle, Canyon UK, Chain Reaction Cycles, Cyclescheme, Cycling Sports Group, Hiplok, Human Race, Islabikes, Le Col, Muc-Off, ProViz, Pure Electric, Specialized UK, Wahoo, Wiggle and Yellow Jersey Cycling Insurance.
The campaign is also backed by Sustrans, British Cycling and London Cycling Campaign.
The campaign will launch at the end of May 2020 and additional industry partners are welcomed. Those who pledge to the campaign will receive bespoke campaign assets and qualitative consumer insight data. Interested companies and organisations can get involved in #BikeIsBest by emailing [email protected].
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