Encouraging more women to ride through communication

Overview

Action 2.2 Develop a fun and engaging campaign to promote and highlight the benefits of riding a bike.

Lead agency: Department of Transport and Main Roads

Status: Complete

Achievements

We partnered with Livingstone Shire Council and Logan City Council to develop and pilot a communication campaign to encourage more women to start riding bicycles or ride more frequently, whether for transport, recreation, health, wellbeing and fun.

Themed ‘Bike riding takes you places’, the campaign included videos profiling local women and showcasing local bike riding routes to promote the benefits of riding for women and raise awareness of safe, off-road cycling infrastructure in the pilot locations.

The campaign was in market for 7 weeks during October and November 2023 across social media, and digital, search and outdoor channels.

Next steps

We will evaluate the pilot to determine the campaign's level of success in shifting women's perceptions of riding and encouraging the take-up of riding among women in the pilot locations. We will use the evaluation to inform potential future refinement and rollout of the campaign in other Queensland locations.