Knowing what will be an effective ad is challenging. Creating cultural change requires changing the minds of the masses - that’s challenging too. In order to have an impact strong enough to rewrite an existing narrative, your ad needs to be bold enough to cut through the clutter, tell a compelling story, and resonate deeply with its target audience. How do you do that?

Learn from leaders in the cycling industry who are combatting negative stereotypes in order to bring back the bike: the machine that fights climate change. View More

Climate change is at the forefront of many of our minds - from individual consumers to leaders at the biggest brands in the world, as is evident in the steady uptick we’ve seen in campaigns focused around sustainability, alternative energy sources and electric vehicles. Cycling should be at the forefront of this discussion, but has had trouble solidifying its seat at the table due to poor public opinion and opposition from motorists who don’t want to share the road is making a difficult comeback for the cycling industry.

With the help of advertising, cycling brands are working to change the narrative in order to show consumers the positive environmental impact of using a bike as a reliable form of transportation.

We'll see the importance of pretesting by looking at data trends uncovered, and the shifts in consumer behavior as brands have adapted advertising strategies based on results. View Less