Motivating more Queenslanders to bike ride

Overview

Action 2.5: Deliver communication that influences individuals, communities and organisations to participate in bike riding through channels such as proactive media, social media, blogs and e-newsletters.

Lead agency: Health and Wellbeing Queensland

Status: Complete

Achievements

From January to August 2024, we delivered a comprehensive campaign encouraging Queenslanders to embrace bike riding.

To reach Queenslanders across the state, we published blog articles like:

• Riding to a Healthier You: The Benefits of Bike Riding
• 10 Easy Ways to Dip Your Toes into Bike Riding

We also highlighted bike riding in broader health and wellbeing articles, including:

• 9 Affordable Ways to Get Active That Will Make You Feel Great
• 20 Fun Ways to Get 30 Minutes of Physical Activity Today.

To amplify the message, we ran targeted social media campaigns on Facebook and Instagram to highlight the benefits and accessibility of bike riding and encourage people to explore bike riding. These posts reached 120,340 people from diverse communities, including:

• women
• parents
• young adults
• older Queenslanders.

The campaign achieved over 600 link clicks, driving traffic to Health and Wellbeing Queensland blog content. Additionally, we shared these resources through our eNewsletter. 10 Easy Ways to Dip Your Toes into Bike Riding was shared in our June eNewsletter, sent to 5,574 subscribers.

Our efforts have raised awareness about bike riding as a fun and accessible way to stay active, inspiring more Queenslanders to get on their bikes and enjoy the health benefits of riding.

Next steps

We will continue promoting bike riding through:

• ongoing blog content
• targeted social media ads
• organic content.

Future communications will highlight the benefits of bike riding while providing practical tips and resources to help Queenslanders of all ages and abilities get started and stay motivated.