While looking for images for our strategy I noticed something interesting. A search for images of “family cycling” gives a very different set of results from a search for “dutch family cycling”.
The two sets of images are completely different.
The first set shows family cycling to be a leisure activity undertaken on holiday or at the weekend or as part of a special event. It takes place on tracks and lanes in the countryside and can require helmets and hi-viz clothing.
The second set shows family cycling as an everyday mode of transportation. It takes place where people live, work and shop. No helmets or hi-viz clothing appears to be necessary.
It’s a pity that for many in the UK the first set of images represent the only cycling experience they are likely to have, we’re trying to change that.