An excellent film about Munich's campaign to increase the levels of bicycle traffic in the city using positive marketing techniques. To make cycling in the city "normal" and "cool". Using civic pride, photo competitions and the triangular concept of Attention, Identification and Participation.
Well worth a watch. It's really a fine example of what we go on about here at Copenhagenize. Promoting cycling positively.
Although I love this quote: "Bicycle culture has to do with the beer gardens." :-)
Spotted over at Münchenierung.