Mikael Colville-Andersen, who runs Copenhagenize.com and Copenhagen Cycle Chic. In his own words: “The main point with my blogs is that if cycling is to be an everyday activity then it can easily be done in everyday clothes, like millions of Europeans do every day”.
In a post about the Velo-City conference, he points to a post by Guillaume Van der Stighelen, co-founder of marketing company Duval Guillaume, where Van der Stighelen talks about marketing cycling as a ‘hero brand’
“Most arguments are rational. Less CO2, more mobility, healthier. Well, those drivers know that. But that doesn’t convince them apparently. Let me tell you what the argument is: status it is”.
I suppose Colville-Andersen himself has gone some way in helping branding cycling — on his blogs, talking to the press from a few countries, and in video form:
So, in Ireland, if government at local and national levels are serious about increasing cycling they need to stop the scaremongering nonsense and the misuse of taxpayers’ money on promotion of yellow vests and helmets. If you want to make sure cyclists are visible enforce the law of bicycle lights use. If you’re going to push cycle helmets which have flawed research backing their use, then promote motoring helmets too.
If you’re, say, the Labour Party and you talk about “Dublin Must Become A Copenhagen Or Amsterdam For Cyclists” then you don’t wear pointless helmets at your photo-shoot. If you’re the Green Party you should need to be told this in the first place. Err… but at least they are being green by reusing the one helmet at their photo-shoot?
Oh, and that’s not Copenhagen in the photograph above, it’s Dublin. And just to prove it’s possible to cycle like a normal person and it’s not a once off, here’s six more people cycling in Dublin, just one is wearing strange gear:
(the 6th person is behind the camera)
ADDED: Pushing ahead with the measures outlined in the recently published National Cycle Policy is needed too, but the importance of marketing is still a missing part of government plans. And not only is government at different levels not marketing cycling, their cheap but false safety promotion makes cycling appear more dangerous than it is — they enforce the myth that cycling is dangerous.