Encouraging more women to ride through communication

Overview

Action 2.2 Develop a fun and engaging campaign to promote and highlight the benefits of riding a bike.

Lead agency: Department of Transport and Main Roads

Status: Being finalised

Achievements

We partnered with Livingstone Shire Council and Logan City Council to develop and pilot a communication campaign to encourage more women to start riding bicycles or ride more frequently, whether for transport, recreation, health, wellbeing and fun.

The campaign profiles local women and showcases local bike riding routes to promote the benefits of riding for women and raise awareness of safe, off-road cycling infrastructure in the pilot locations.

The campaign is being developed and is scheduled to be in the market in late-2023.

Next steps

We will implement and evaluate the campaign pilot. The evaluation will help us determine the campaign's level of success in shifting women's perceptions of riding and encouraging the take-up of riding among women in the pilot locations. We will use this to inform potential future refinement and rollout of the campaign in other Queensland locations.