I think there's also something detrimental about trying to turn people into "cyclists", thanks to all the usual clichés. I'd try and focus on turning people into "people who happen to cycle to work", which is much less burdened-down with Daily Mail/Clarksonist baggage.
I think there's also something detrimental about trying to turn people into "cyclists", thanks to all the usual clichés. I'd try and focus on turning people into "people who happen to cycle to work", which is much less burdened-down with Daily Mail/Clarksonist baggage.