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@walm
IMHO you want more people to commute by bike. Forget everything else. Commuting is the low hanging fruit since it is an economical and health no-brainer.
Social/weekend riding is all very well but impinging on employee's free time is almost never appreciated. L2B might be the exception there but unless you work at Freelove-R-Us any group activity won't substantially change behaviour. "Team building" events make me want to puke, unless they involve the pub (and then still possibly puke). Cycling isn't a team sport.
From there, it's all about incentives.
As someone already said, no one cares about the environment.
They care about cold hard cash.
I am literally thousands better off on a bike.
Clive I will happily send you my spreadsheet detailing the cost of my cycling vs. the cost of the train/tube over the last year (I am a geek).
It also contains pertinent weather details which show that it HARDLY EVER rains when I ride to/from work (40 mins each way or so).
People also like to be good looking.
We are almost all obese/clinically dead by the archaic Body-mass Index thing and cycling into work is your friend here.
I lost 20kg since I started cycling to work (down from an elephantine 100kgs).
1.5 hours a day of regular exercise vs. sitting on my substantial backside on a train has literally changed my life.
Other potential incentives: free CTC membership, free bike insurance, lower health insurance, free bike maintenance, bike maintenance lessons, free cycle training, free batteries.