Programme

Putting more people in the saddle: Campaigns that change travel behaviour

How do you change mindsets in favour of more cycling? This session focuses on people and explores how targeted campaigns and behavioural approaches can turn cycling into a mainstream, inclusive, and lasting travel choice. From France’s nationwide “Mai à Vélo” movement fostering participation through positive messaging, to Venice’s behavioural strategies to shift perceptions, and London’s community-driven “Cycle Sundays,” these initiatives show how culture and mindset can unlock change. Additional perspectives highlight how socially inclusive mobility campaigns and workplace initiatives, such as Treffik, help embed cycling into everyday life. Together, these examples demonstrate how cities and organisations can combine communication, community engagement, and incentives to influence travel behaviour at scale. Join us to learn how campaigns can go beyond awareness to build a strong, diverse, and enduring cycling culture.