"Ride Out Or Rust" and "Booze, Brews – But No Bikes"

To promote interest in Bike to School Week (23-27 April 2007), Cycling England ran two campaigns helping to firmly establish the event in the cycling calendar. First was a 'Bike Free TV' campaign which showed the results of an audit of primetime soap operas and uncovered the lack of cyclists in comparison to cars on our screen. In addition to engaging with programme makers themselves, the research was covered in The Guardian, The Independent and The Sun as a result.

Cycling England also looked at how many bikes in each region in the country are being left to rust in sheds and gardens. The research was designed to highlight how very few children tend to use their bikes as a way to get to school despite the clear health and environmental benefits of cycling.