I had the pleasure of being involved in the Frocks on Bikes event at the 350 Climate change action festival in the weekend.
Bikes in Welly are a contentious issue. There aren’t really any bike lanes, and when cars and bikes share the same space, road rage appears inevitable.
So, when you get together 350 cyclists and they take over the entire road to spread the word about climate change… You expect fireworks.
But when you dress all the cyclists in fancy frocks and flowers and they are singing songs like ‘A Bicycle Built for Two’, apparently all anger dissipates and car drivers become open to the message… They even honk their support!
It got me thinking that making your message fun massively increases your chances of being heard. Great strategy!