The campaign will focus on encouraging women to get back in the saddle after alarming data highlighted 90% of UK women don’t own a bike yet almost half would like to take up cycling but fear for their safety.
Smoking Gun is working with 17x Paralympic Gold Medalist, Dame Sarah Storey as part of the campaign to inspire more female cyclists and has developed digital resources including a cycle club finder tool, connecting potential female riders with local clubs.
Head of Digital at Bott and Co, Ben Gray commented: “We were really impressed with Smoking Gun’s understanding of the brief and innovative approach. We were looking for a partner with an outstanding track record who could boost our Digital PR efforts further and help create a voice for us within the cycling community. I’m confident Smoking Gun will do just that.”
MD at Smoking Gun PR, Rick Guttridge commented: “Working with Bott and Co to encourage more female participation in cycling is a topic close to my team’s heart. We’ve delivered a hugely successful campaign aimed at persuading females to swim and the team is on track to deliver similar results for this project.
He added: “Cycling has featured heavily in the press recently with changes to the Highway Code and the Government scheme to transform our cycling infrastructure - we hope our campaign goes someway to inspiring more women to get on a bike.”
For more information on the campaign visit https://www.bottonline.co.uk/