BRITISH CYCLING.

GETTING MORE WOMEN ON THEIR BIKES.

Breeze is one of British Cycling’s award-winning initiatives, bringing together women of all ages and abilities to enjoy bike rides across the UK. The programme is delivered by over a thousand passionate volunteers called the Breeze Champions. We used their inspirational stories to create engaging content that encouraged thousands of women across the UK to sign up and get riding.

The content told the stories of real people, with authenticity, confidence and friendship at its heart. This, combined with the context of the media partnership, ensured a powerful behaviour-changing campaign, helping women feel comfortable and confident signing up for social grassroots cycling.