CHILDREN LOVE TO RIDE BICYCLES, BUT ALL TOO OFTEN END UP IN THE BACKSEAT OF A CAR
With an emotional, heart-warming approach and the key message: “Children love to ride bicycles, but fewer and fewer are allowed to. Let's get started again”, we motivated parents to choose the bicycle over the car – for the joy and benefit of their children and themselves.
THE CHALLENGE
Fewer and fewer children ride bikes regularly. Once, over half of them used to bike to school, but now it's only one in five. One of the explanations is that the car has become the preferred mode of transportation for families, and it has an impact on children. Studies show that half of children between the ages of 6 and 7 are driven to school. A concerning trend that the Danish Road Directorate wanted to change as cycling is beneficial for both children, adults, and society.
THE SOLUTION
In our research phase, with data from a larger target audience analysis, we had an assumption reinforced: Children love to ride bicycles! They want to! But our analysis also showed that it is often the parents who are the barrier: they put the children in the car instead of on the bike - due to busy daily routines and/or an exaggerated concern for their children's safety in traffic.
Based on the insight that children love to ride bicycles, but parents prevent them from doing so, we chose to create a concept with an emotional appeal - because cycling is a feeling. The story was intended to resonate with parents who want the best for their children but may have forgotten that sometimes the best thing is the simplest - like riding their own bike to school.
The emotional element was complemented by an informative aspect through short social media videos that informed how cycling not only contributes to making children safer in traffic but can also enhance their learning abilities.
THE RESULTS
Online
Reach (FB/IG): 969,688
Impressions: 7.4m
VTR: 36.3 %
PR
Reach: 1.6m
Campaign (post):
Liking: 84 %
Trustworthy: 84 %
Interesting: 80 %
Relevant: 89 %
Motivating: 72 %
Increased my knowledge: 60 %
Inspired me to cycle more: 61 %
Convinced me to cycle more: 71 %
Cycling more due to the ad: 42 % (63,000 parents with children aged 6-13 years)
