A safer cycling future for Australia
Bring the More Than a Cyclist campaign to your community and help make cycling safer.
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I’m more than a cyclist
I’m a student. I’m someone’s son.
A member of this community.
What happens when we shift the story behind the bike?
Born in the UK, the original More Than a Cyclist campaign sparked a powerful shift in how riders are seen. Its impact inspired the Australian version, which continues the same message: people who ride are more than cyclists, they’re neighbours, friends, co-workers, and family. By changing how riders are portrayed, the campaign builds empathy, reduces dehumanisation, and supports safer roads for everyone.
past campaigns
The campaign highlights the two sides of every rider, who they are in everyday life, and who we see on the road, to remind drivers that both identities belong to the same person. Through storytelling, this message can be amplified across social media, outdoor advertising, radio, and other channels to build awareness and shift attitudes.
BECOME AN ADVOCATE FOR PEOPLE WHO RIDE
We’re inviting organisations and businesses across Australia to get involved by running their own MTC campaign. By joining this movement you are part of a growing national effort to change the way people see bike riding in Australia.
run your own campaign
Our previous More Than a Cyclist campaign delivered breakthrough behaviour-change results:
Driver frustration dropped from 45% to 37%.
93% of people remembered the campaign message.
Ready-to-Run Campaign
Free to join
Use our Starter Pack with existing Healthy Cities Australia social media assets, posters, and templates. You can add your organisation’s logo for co-branding.
(*) Printing and ad costs are covered by your organisation.
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Custom Co-Branded Campaign
Free to join
Use the MTC Starter Pack plus guidelines to create your own campaign using local riders from your community. Perfect for councils and organisations wanting a more tailored, co-branded rollout.
(*) Organisation's own budget of between $10K -$20K is required).
Ready to start?
To get started, please read our Online Agreement and complete the application form below.
Once submitted our team will begin processing your application.