With over 50% of car journeys made in the U.K being under 5km, Transport for Greater Manchester wanted to promote cycling as a great form of transport for everyday travel.
The campaign, developed by Diva Creative, was designed to challenge the view that you need to identify as ‘a cyclist’ to reap the benefits of riding a bike. A casting call found three Manchester residents who use cycling as their main form of transport within the city. A student who rides to university, a commuter who cycles to work, and a shopper who uses a bicycle for day to day utility journeys.
The film was used as part of a wider campaign across web, print and social media to promote the accessibility and convenience of cycling as an everyday mode of transport for all.