Lovers of Fresh Ideas

RIDE SAFE
The Ride Safe campaign is a public service education initiative with the following objectives:

Raise awareness of the rights and presence of cyclists in the Denver Metro Area among motorists, area advocacy groups, as well as law enforcement agencies.
Educate urban and recreational cyclists who may or may not be familiar with the rules of the road on what their responsibilities and rights are as lawful road users.
Strengthen relationships between cyclists with City of Denver officials, law enforcement and other metro-area stakeholders.
Make riding a bicycle in the city a safe and fun experience By educating people about their rights and responsibilities, and the expectations of all roadway users in large metropolitan cities, it makes the experience easier and more enjoyable for all.

Ride Safe was launched in 2008 as a partnership between the Human Powered Transit Authority (HPTA), the City of Denver, the Denver Police Department, the Downtown Denver Partnership, Bicycle Colorado, and Bike Denver. HPTA had observed the rapid growth of urban and recreational bike riding in Denver, and recognized the need to educate riders, motorists as well as other city stakeholders about the need for greater awareness of the rights and responsibilities for bicycle riders of all stripes.

Ride Safe is a proactive effort to educate all road users about urban cycling. HPTA, with help from its partners, produced 30,000 “spoke-cards” - laminated pocket-sized fliers bearing limited-edition Ride Safe artwork and a summary of the City of Denver’s Municipal Bicycle Ordinance. We distribute Ride Safe cards to cyclists in hopes that they become more responsible participants. At the same time, Denver Police offer these spoke cards to riders in lieu of citations for minor violations, in many cases turning what might be a negative experience for both the rider and the police officer into a teaching and learning opportunity for both.

This innovative partnership and unique approach to increase awareness has received universal acclaim from metro Denver stakeholders, and to date more than 20,000 spoke-cards have been distributed,

LIGHT LOCK LID
Light Lock Lid is LO-FI’s second educational outreach initiative, focused specifically on making cycling a safe and enjoyable experience for all riders. Our partners at HPTA designed this campaign to encourage urban and recreational cyclists to ride with three simple items: lights, a lock and a helmet. Why are these important? If we increase the use of them, we increase the likelihood that each and every ride is a FUN and safe experience.

Key components of the Light Lock Lid campaign:

Educational Message the Light Lock Lid campaign encourages cyclists to begin their ride with a front and back light, a lock and a helmet. The use of these items protects both the rider and their property. In addition, most municipalities require the use of bicycle lights. While we have chosen to take a more light-hearted approach with this campaign, the practical value of these accessories can easily fit into the culture of recreational riding.
Discount on Products Light Lock Lid collateral - including spoke-cards and printed or downloaded coupons - offer discounts on all three items (or any combination thereof) at our partner retailers throughout 2011. Instead of giving products away, the program is designed to engage the rider, the retailer and the manufacturers to reach a much broader audience with this safety message.
Targeted Audiences With Light Lock Lid, LO-FI captures not only seasoned commuters and costumed cruisers, but also those that don’t necessarily consider themselves to be cyclists, and those that don’t even yet own a bicycle. Our urban and recreational cycling audience includes not only enthusiasts, but also children on first trikes, mom and dad pulling their little ones around the park in trailers, and adults dragging rusted bikes out of garages for the first time in years.
Distribution Network Our goal in 2011 is to launch Light Lock Lid in Denver. Through our participation in events throughout the metro area, we will spread the Light Lock Lid message throughout the community.

Here’s how:

Utilize volunteer and paid staff LO-FI will distribute spoke cards atIindependent Bicycle Dealers and events such as Bike-To-Work Day and the Denver Century Ride.
Organizers of social cruiser rides Groups throughout the state will receive batches of spoke cards and other collateral material to share with their groups.
Media partners These include Denver’s Westword, local news channels as well as donated radio PSAs, that promote the Light Lock Lid campaign through a combination of media partners.
In Person Presentations With partner organizations like Craig Hospital and the Craig Hospital Foundation, as well as an outreach program at the Denver Zoo; , LO-FI has found a way to distribute information throughout the Denver Public School system, potentially reaching as many as 77,000 middle- and high school students in 2011 alone.

Get a Light • Get a Lock • Get a Lid