and Crash Analysis
Marketing and Health Promotion
Bicycling is a healthy, fun activity
and a convenient, inexpensive way to travel. Nonetheless, many people
are not receptive to the idea of bicycling, or to bicycling more frequently.
Marketing can influence people’s attitudes and behaviors, particularly
by promoting the health benefits of bicycling. Marketing is also a
relatively inexpensive way to encourage bicycling and can help increase
the use of existing infrastructure. The five objectives in this chapter
identify how to market and promote bicycling.
the health benefits of bicycling (Objective 1)
will encourage people to bicycle more. Research shows that many people are
attracted to bicycling because they want to stay in shape or lose weight.1
The primary reason given in the Chicago Bicycling Survey (2005) for increased
levels of bicycling was people’s greater concern for their health and fitness.
Key strategies include establishing a Health and Transportation Task Force,
staging a Bike to Health campaign, and closing a network of streets on
a regular basis to motorized traffic for Sunday Parkway rides.
events and programs (Objective 2) involves expanding the annual Bike
Chicago festival, supporting community efforts to encourage bicycling, and
piloting a car-free day. Bicycling should also be promoted as an alternative
to driving automobiles (Objective 3). Target
groups most receptive to bicycling: young adults, people living near bike
lanes and/or the Lakefront Trail, transit users, and residents of congested
neighborhoods with limited automobile parking. Different marketing campaigns
are appropriate, given different needs and interests.
Marketing the benefits
of bicycling to specific destinations (Objective
4) would focus on increasing
the number of trips people are most receptive to make. Bike to Campus,
Bike to the Park, and Shop by Bike campaigns are proposed. Finally, promoting
Chicago as a destination for bicycle tourism (Objective
5) would attract
more visitors and encourage visitors to extend their trips to explore
the city by bicycle. Organized rides, including the annual Bike the Drive,
could attract thousands of people to Chicago, contributing to the economic
vitality of the city.
Increase bicycle use through targeted marketing and health
Encourage 150,000 people per year to make additional
bicycle trips because of targeted marketing and health promotion.
- Promote the health benefits of bicycling.
- Stage cost-effective events and
programs to encourage bicycling.
- Market bicycling as an alternative
to automobile trips to target groups.
- Market the benefits of
bicycling to specific destinations.
- Promote Chicago as a destination
for bicycle tourism.
- Determine the effectiveness of the education
and marketing initiatives in this plan. (Refer to Chapter
5: Education; Objective 7.)