Cycle Instead Campaign

The Cycle Instead social marketing campaign, coordinated by the Department for Planning and Infrastructure, was established in October 1999.

The campaign aims to increase the proportion of trips made by bicycle in Perth and regional centres of Western Australia by promoting cycling as an enjoyable and viable form of sustainable transport for short journeys. In addition, the campaign aims to reposition cycling in the minds of the public as a legitimate means of transport.

The campaign has included press and electronic (television and radio advertisements) media, sponsorship of community based rides / events and promotional material.

	Target Group
	Goal
	Objectives
	Press Advertisements
For further information telephone (08) 9216 8000 or email cycling@dpi.wa.gov.au.

Cycle Instead Target Group

Primary Target Group:

• People who use their bikes rarely or occasionally
• People who do not own a bike

Secondary Target Group:

• People who drive vehicles
• Regular cyclists

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Cycle Instead Goal

Cycle Instead aims to contribute to meeting the Metropolitan Transport Strategy's target of increasing the proportion of trips made by bicycle to 8 per cent by 2010.

Note: The task of meeting the 8 per cent target is achievable when expressed as adding one trip per person per week by bicycle.

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Cycle Instead Objectives

• To increase the proportion of the population who have cycled in the last six months from 36% to 40%.
• To increase the proportion of bicycle owners who make 10 trips or less in the last six months from 42.5% to 50%.
• To increase the proportion of people who ride weekly or more often from 53% to 58%.
• To increase the proportion of people who cycle for general exercise from 31.7% to 40%.
• To increase the proportion of people who cycle for work / school purposes from 11.5% to 15%.

  Note: While the primary objective of this campaign it is not to increase bicycle ownership rates, it is a desirable outcome. It is easier to encourage cycling among people who own a bike.

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Cycle Instead Press Advertisements

	Bikeweek 2003 Great Family Breakfast (PDF 389)
	Cycle Instead Classified Advertisement (PDF 20KB)
	Cycle Instead Milk Carton Advertisement (PDF 80KB)
	Cycle Instead Phase 4 Albany Advertisement (PDF 256KB)
	Cycle Instead Phase 4 South Perth Advertisement (PDF 276KB)
	Cycle Instead Train Poster (PDF 805KB)
	Cycle Instead ULP Advertisement (PDF 41KB)
	Cycle Instead Phase 4 Great Family Bike Ride (PDF 267KB)

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