We Are Cycling UK: Women’s Cycling Safety Initiative
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A campaign aimed at addressing the underrepresentation of women in cycling, focusing on safety, accessibility, and awareness.
Research highlighted key barriers to women’s participation in cycling, particularly around night-time safety concerns.
The campaign introduced glow-in-the-dark ID cards with QR codes linking to safety resources. A bold yet approachable colour palette was used to enhance visibility and engagement.
The campaign successfully encouraged awareness and engagement, contributing to a larger discussion on women’s safety in cycling.
The designs were extended across print, digital, and social media platforms, ensuring maximum reach and impact.