Creative ideas for Bike2Work -campaign promotion in Bulgaria
/ Creative ideas for Bike2Work -campaign promotion in Bulgaria
Bulgarian Bike2Work -campaign team shows that promotion does not have to be expensive to be effective. In June the team came up with two creative ways to promote cycling to work.
100 km MTB endurance race on 13.06.2015 in Sofia, Bulgaria
On 13th June Evgeny Apostolov from the Bulgarian Cycling Association participated in the MTB endurance annual event "100 km around Vitosha” with a 100 years old bicycle, decorated with the Bike2Work -logo. He was wearing a t-shirt with a message: "If today I cycle 100 km with a 100 -year-old bike…I will go to work by bike when I am 90”. It happened that the day of the race was his birthday and the organizers of the event published a photo of Evgeny on their Facebook page and webpage. In 2 hours his picture had received 800 Facebook likes and many comments from people saying that they go to work by bike but had never heard about the Bike2Work -campaign. Later all these people were invited to join the planned Bike2Work events and campaigns including the employers training as some of the people interested in the campaign were employers.
This is an example of an unexpected and not planned promotion of Bike2Work campaign in Bulgaria, which happened to be very efficient with a high social media coverage and a considerable impact in attracting new B2W commuters. This good practice is now used for planning of future promotion activities in similar events with similar "marketing tools” – using a very old or an attractive bike with an eye-catching message and the campaign logo.
100 -year-old bicycle and the promotional T-shirt received attention
It is the long-term goal of Bulgarian cycling advocates to change laws and regulations to allow the planning of separate cycling lanes and permitting contraflow. With the help of volunteers the Bike2Work -campaigners painted "cycle lanes" on the asphalt of some of the streets in Sofia to simulate real cycling lanes. This stunt aimed to demonstrate what a simple and effective solution separate cycling lanes are in practice. Drivers respected the painted bike lanes and drove more on the left leaving space for cyclists near the pavement. Campaign the commuters to go to work by bike. The campaigner aim to show the positive results of this experiment to thedecision makers with the intention to accelerate the process of improving cycling infrastructure in the country, which will eventually encourage more commuters to cycle to work.
This initiative is now a part of Bike2Work Bulgaria's training that targets local employers to support the advocates in their lobby efforts to improve cycling infrastructure in cities.
Painted sign of a cycling lane in Sofia, Bulgaria