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@NurseHolliday
It's the Go Dutch campaign:
http://lcc.org.uk/sign-go-dutch-petition
Essentially LCC is getting people to sign a big petition (by way of your name and post code - email address for more info is optional) in the hope of achieving a big enough number to prove to the Mayoral candidates that as cyclists we need to be listened to, consulted, and made better/improved provisions for.
The strap line is:
Holland is used as an example - IMO, ignore that part and sign up whether you agree with the artist style plans or not as if we can't be seen to work together and have a common goal we will never be taken seriously. The actual chances of Holland being re-created in London is near-zero, however the chances of money being spent on cyclists and things improving are much higher.
The volunteers are attempting to get you to sign up on paper but your online signing will suffice, it's just another form of getting the word out. The Big Ride is a closed road, 'Sky Ride' style event with marshal led feeder rides and it's a bit of a political statement hidden inside a good time riding your bike. If you're into that sort of thing. Even if you're not, if you're free, just come show your face for 30 mins or skip through on your way to somewhere else. It's all about numbers and working together.