04 October 2010

You're Safer on the Bicycle Than on the Sofa

Great campaign from the City of Copenhagen earlier this year. The text reads, quite simply:

"You won't believe it...
You're safer on the bicycle than on the sofa!"

Lack of daily exercise is harmful to your health, while physical activity keeps your body healthy.
Cycling extends your life - daily excercise for minimum 30 minutes extends your life with up to five years."

Not a campaign from the Traffic Dept. but rather the public health dept.

On the website they state that:
"With these posters Public Health Copenhagen hopes to place focus on the fact that there are very good reasons to ride a bicycle each day and we would like to highlight that Copenhageners already cycle 1.2 million km each day."

Appropriate message in a city saturated with cycling. In Emerging Bicycle Cultures, it is always better to highlight the basic facts that appeal to homo sapiens, like A2Bism and quicker transport through our cities.

With all that said, this is an important poster in that finally SOMEONE is countering all the negative branding that cycling is suffering here in Denmark, thanks to campaigns and media coverage instigated by the Road Safety Council and the Danish Cyclists Federation.


Brent said...

It has been interesting to me, these past few hours in CPH, to see that the number of helmets on riders is small, many fewer than in Los Angeles, but not zero, either. The perception of personal safety is a complex calculus, I guess.

Spencer said...

wow! great poster! I wholeheartedly agree about the health benefits (not to mention the fun and social life!)

l' homme au velo said...

This is a great Idea by your Health Promotion Service. I wish we had something like this in Ireland.

Over the Years there has been a gradual but relentless Climb in the Obesity Levels in Adults and now it is also Affecting Children. Too many People being driven everywhere instead of walking and Cycling and using Public Transport.At least with public Transport they have to Walk to the Bus or Train.

Now all of a sudden these last ten years Cycling is getting increasingly popular year by year,but still too many People using Cars and the Roads are Chockers at rush Hour with Traffic.

However at one time you might only see an occasional Cyclist on the Road now if you stop at the Lights you are surrounded by a throng of Cyclists in various stages of attire,those few with Helmets and those mostly without,Those with mostly ordinary Clothes and the odd one with Lycra. Although I do not like Lycra or Helmets myself ,I am not complaining if I see People using them they are all part of the Cycling Diaspora at least they are Cycling instead of driving.

lagatta à montréal said...

Would it be petty and catty of me to suggest this poster could be translated into "Simple English" and sent to Toronto mayoralty candidate Rob Ford?

Not that I'll ever be as tall, blonde and svelte as the iconic Danish or Dutch cycling girls, but at least cycling does keep me from looking like Mr Ford, and more important is good for the heart, blood vessels, musculature and other bodily systems.

Anonymous said...

You go lagatta à montréal! Send a copy to Rob Ford. Heck, send a copy to Rocco Rossi as well. I can't believe the former head of the Heart and Stroke Foundation, is campaigning on a platform to call a halt to more bike lane construction.


fietsbult said...

Aha! The translation!

Chris said...

It's an interesting poster. I'm trying to figure out if it would help here in the UK. I guess it would.


I'm surprised to hear that the Danish Cyclists Federation is responsible for negative branding. Obviously I do not condone negative branding...but spare a thought for us here in the UK. We have to live with campaign groups wedded to Vehicular Cycling; they won't even mention cycling infrastructure along the Dutch & Danish lines. The problem here in the UK is that most cycling organisations have given up on achieving large modal share, and focus wholly on soft campaigns (positive branding) where there's absolutely no acknowledgement that the biggest blocker to mass cycling is perceived (and actual) road danger. In my view, UK campaign groups should be lobbying for Dutch/Danish model infrastructure. Mikael: would that be deemed 'negative branding'?