Škoda
Complete the Streets
Škoda have been a long-term partner of the Tour De France and Tour de France Femmes – the pinnacle of professional cycling competitions. But they’re not an elite performance brand, they’re human, playful and champions of the everyday. We wanted to activate our sponsorship in a way that connected with the most mainstream of cyclists, not just the fervent followers of Le Tour.
Research told us that 8 million women in the UK own bikes but only 4 million actually ride them – how many could we help get back in the saddle?
Insight
“You can’t be what you can’t see” (Marian Wright Edelman). We found plenty of structural barriers to women participating in cycling but one of the most significant ones was social: with men accounting for 3x the rides of men, a lot of women found it hard to feel like they belonged.
Idea
A challenge to the 4 million active female cyclists across the country to be as visible as possible to the inactive ones…by putting their name on every single street in the UK. Participants can enter our challenge on Strava and upload their rides to a digital map to claim and name an area of the country. Whether it’s ultra endurance cyclists completing massive rides, or newbies doing it on hire bikes, we are inspiring everyone to go out for a ride and cover the whole map.
The Results …
