0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO 0ROMOTE "ICYCLE 5SE IN ,ATIN !
MERICAN #OUNTRIES ¯ GUIDE FOR DECISION MAKERS
4HE ±#ICLO"IO² PROJECT IN #ONCEPCIvN 0LANNING AND )MPLEMENTATION OF
#HILE IS AN EXAMPLE OF THE APPLICATION
OF A CAMPAIGN THAT DISSEMINATED
THE USE OF THE BICYCLE FOR DAILY TRIPS
#AMPAIGNS TO 0ROMOTE "ICYCLE 5SE IN
IN THE CITY )N ADDITION TO PROVIDING
INFORMATION ABOUT THE ADVANTAGES
OF THE USE OF THE BICYCLE #ICLO"IO
,ATIN !MERICAN #OUNTRIES
ORGANIZED GUIDED BICYCLE RIDES LIKE
THIS ONE IN WHICH MORE THAN
PEOPLE PARTICIPATED
¯ GUIDE FOR DECISION MAKERS
4HIS GUIDE PROVIDES A FRAME OF REFERENCE FOR THE PLANNING AND
IMPLEMENTATION OF CAMPAIGNS TO PROMOTE THE USE OF THE BICYCLE AS A
MODE OF TRANSPORT 4HROUGH THE METHODOLOGY THAT HAS BEEN PROPOSED
AND BASED ON THE EXPERIENCES OF #HILE IT PRESENTS A PRACTICAL APPROACH
TO DEVELOPING DISSEMINATION STRATEGIES )N PARTICULAR THIS GUIDE FOCUSES
ON ,ATIN !MERICAN AND #ARIBBEAN CITIES WHERE DIFFERENT PARTICIPANTS ARE
INVOLVED RANGING FROM AUTHORITIES TO CITIZENS WITH THE GOAL OF INCREASING
THE NUMBER OF PEOPLE WHO USE THE BICYCLE AS AN ENVIRONMENTALLY SUSTAINABLE
TRANSPORTATION MODE
4 5
0LANNING AND )MPLEMENTATION OF
#AMPAIGNS TO 0ROMOTE "ICYCLE 5SE IN
,ATIN !MERICAN #OUNTRIES
¯ GUIDE FOR DECISION MAKERS
%DITION BY *ORGE 2OGAT
&EBRUARY
0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES
4ABLE OF #ONTENTS
0REFACE
%XECUTIVE 3UMMARY
)NTRODUCTION
4HE BICYCLE AS SUSTAINABLE TRANSPORT
4HE EF½CACY OF PROMOTION
4HIS GUIDE
"ENE½TS OF THE BICYCLE
%CONOMIC BENE½TS
%NVIRONMENTAL BENE½TS
"ENE½TS FOR THE SOCIETY
"ARRIERS TO BICYCLE USE
4HE BARRIERS
(OW TO CONFRONT AND RESPOND TO THE BARRIERS
-ETHODOLOGY TO PROMOTE THE BICYCLE AS A MEANS OF TRANSPORT
3TRATEGIES TO INCREASE AWARENESS AND ACHIEVE BEHAVIOR CHANGE !"#
2EVISION OF PUBLIC POLICIES OR PERSUASION OF KEY ACTORS
0OSSIBLE ½NANCING SOURCES
$E½NITION OF THE OBJECTIVE FOR THE PROMOTION STRATEGY
)DENTI½CATION AND CONSULTATION OF STAKEHOLDERS
#OLLECTING INFORMATION ON THE ½ELD
#ONCEPTUAL PROMOTION PLAN
4OOLS FOR THE PROMOTION STRATEGY
!CTION PLAN AND TIME LINE
%VALUATION AND MONITORING OF THE STRATEGY
2EVISION OF OTHER EXPERIENCES
4HE .ETHERLANDS (OLLAND
"OGOTf #OLOMBIA
,IMA 0ERU
1UITO %CUADOR
0UBLIC BICYCLES TWO EXAMPLES
!NALYSIS OF INTERNATIONAL EXPERIENCES
#ONCLUSIONS AND RECOMMENDATIONS
2EFERENCES ABOUT THE PROMOTION OF BICYCLES AND OTHER RELATED TOPICS
0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES
0REFACE
4HE ECONOMIC GROWTH OF THE LAST DECADE IN VARIOUS DEVELOPING COUNTRIES PARTI
CULARLY IN THOSE OF THE ,ATIN !MERICAN REGION HAS CONTRIBUTED TO AN UNCONTRO
LLED RISE IN THE NUMBER OF CARS AND A SUBSEQUENTLY DETERIORATED ENVIRONMENT )N
RECENT YEARS WE HAVE SEEN A GROWING RECOGNITION OF THE BICYCLE AND THE IMPOR
TANT ROLE THAT IT COULD PLAY IN THE OBJECTIVE OF IMPROVING THE LOCAL AND GLOBAL EN
VIRONMENT .EVERTHELESS THE EXISTING BARRIERS IN MANY OF THESE COUNTRIES DUE
TO CULTURAL PERCEPTIONS DO NOT ALLOW THIS RECOGNITION TO BE MASSIVE #HANGING
THESE PERCEPTIONS IS FUNDAMENTAL IN ORDER TO REMOVE THE BARRIERS AND ACHIEVE A
MASSIVE RECOGNITION OF THE BICYCLE AS A VALID MEANS OF TRANSPORT #ERTAIN DEVELO
PED COUNTRIES SUCH AS THE .ETHERLANDS AND $ENMARK ACT AS VALUABLE EXAMPLES
TO FOLLOW )N THESE COUNTRIES THE BICYCLE IS CONSIDERED AN ADVANTAGEOUS HEALTHY
AND ENVIRONMENTALLY SUSTAINABLE MEANS OF TRANSPORT 4HUS IT IS WIDELY USED
DESPITE ADVERSE CLIMATIC CONDITIONS THAT EXIST
3EVERAL COUNTRIES BOTH DEVELOPED &RANCE AND 3PAIN AND DEVELOPING #OLOM
&IGURE 4HE USE OF THE BICYCLE IN THE .ETHERLANDS IS AN EVERYDAY EXPERIENCE (ILVERSUM (OLLAND BIA AND #HILE HAVE CHOSEN TO CONCENTRATE GREAT EFFORTS ON THE PROMOTION OF
3OURCE #ARLOSFELIPE 0ARDO THE USE OF THE BICYCLE 4HIS IS THE ONLY WAY THE BICYCLE CAN RECEIVE THE RECOGNI
TION IT DESERVES AND CONTRIBUTE TO A BETTER ENVIRONMENT
4HIS GUIDE PROVIDES A FRAMEWORK OF REFERENCE FOR THE PLANNING AND IMPLEMEN
TATION OF CAMPAIGNS INTENDED TO PROMOTE THE MASSIVE USE OF THE BICYCLE IN
COUNTRIES OF THE ,ATIN !MERICAN REGION 4HE GUIDE IS ADDRESSED TO POLITICIANS
DECISION MAKERS AND TO THE GENERAL PUBLIC /NLY BY IN¾UENCING AND GENERATING
AWARENESS IN THESE GROUPS CAN THIS CHANGE BECOME A REALITY
4HIS GUIDE IS BASED ON THE EXPERIENCE OF THE ±0ROMOTING 3USTAINABLE 4RANSPORT
IN ,ATIN !MERICA² PROJECT FUNDED BY THE 'LOBAL %NVIRONMENT &ACILITY '%&
IMPLEMENTED BY THE 5NITED .ATIONS %NVIRONMENT 0ROGRAM 5.%0 AND EXECU
TED BY THE 5.%0 2IS #ENTRE )T IS ORIGINALLY PRODUCED IN THE 3PANISH LANGUAGE
AND HAS BEEN TRANSLATED TO THE %NGLISH VERSION WITH THE AIM OF SHARING THE ,ATIN
!MERICAN EXPERIENCES AND LESSONS LEARNED WITH OTHER REGIONS
*ORGE 2OGAT
5.%0 2IS #ENTRE
&EBRUARY
4 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 5
%XECUTIVE 3UMMARY
TED STEPS FOR PLANNING AND IMPLEMENTING A ME
4HIS GUIDE ESTABLISHES A FRAMEWORK OF REFEREN
THODOLOGY TO PROMOTE BICYCLE USE IN ,ATIN !MERI
CE FOR THE PLANNING AND IMPLEMENTATION OF A CAN CITIES 4HE ½FTH CHAPTER BRIE¾Y PRESENTS SOME
CAMPAIGN TO PROMOTE BICYCLE USE AS MEANS OF SUCCESSFUL EXPERIENCES RELATED TO THE PROMOTION
TRANSPORT )T OUTLINES THE WAYS IN WHICH DIFFERENT AND USE OF THE BICYCLE AND THE ½NAL CHAPTER PRE
STRATEGIES REGARDING THE DISSEMINATION OF THE SENTS THE CONCLUSIONS OF THE DOCUMENT
BICYCLE HAVE BEEN DEVELOPED WITH THE OBJECTIVE
OF PROVIDING ELEMENTS THAT SIMILAR PROJECTS CAN 4HIS GUIDE IS BASED ON THE EXPERIENCE OF THE ±0RO
LEARN FROM AND USE FOR DESIGN AND IMPLEMENTA
MOTING 3USTAINABLE 4RANSPORT IN ,ATIN !MERICA
TION "ASED ON THE #HILEAN EXPERIENCE A MODEL AND THE #ARIBBEAN #ONCEPCION #HILE² PROJECT
FOR GOOD PRACTICES RELATING TO THE DEVELOPMENT IMPLEMENTED BY THE 5NITED .ATIONS %NVIRONMENT
OF CAMPAIGNS TO PROMOTE THE USE OF THE BICYCLE 0ROGRAM 5.%0 AND EXECUTED BY THE 5.%0 2IS
IS PROVIDED WITH THE INTENTION OF IMPROVING THE #ENTRE IN COLLABORATION WITH THE 3UB 3ECRETARIAT
QUALITY AND IMPACT OF SIMILAR CAMPAIGNS THAT AIM OF 4RANSPORT 35"42!.3 AND THE )NTER MINIS
&IGURE !CTIVITIES PROMOTING BICYCLE USE IN ,IMA 0ER{ 3OURCE 0AOLO 0UELLES
TO PROMOTE BICYCLE USE TERIAL 3ECRETARIAT OF 0LANNING IN 4RANSPORT 3%#
42! BOTH FOR THE #HILEAN GOVERNMENT
7ITH THE METHODOLOGY PREVIOUSLY DESCRIBED THIS
GUIDE PROPOSES A PRACTICAL FOCUS TO DEVELOP DIS
TRANSPORT BUT IT HAS HIGHLIGHTED THE IMAGE OF THE
SEMINATION STRATEGIES IN WHICH DIFFERENT COMMU
)NTRODUCTION BICYCLE AS A VIABLE MEANS OF TRANSPORT
NITY MEMBERS ARE INVOLVED FROM THE AUTHORITIES
TO THE GENERAL PUBLIC IN MOTIVATING MORE PEOPLE !PART FROM THIS VARIOUS CITIES AROUND THE WORLD
TO USE THE BICYCLE 4HESE STRATEGIES CONSIDER THAT 4HE BICYCLE AS SUSTAINABLE TRANSPORT BOTH DEVELOPED AND DEVELOPING HAVE GENER
BICYCLE USE IS NOT ASSOCIATED WITH LACK OF ECONO
ATED STRATEGIES FOR THE PROMOTION OF BICYCLES AS
MIC RESOURCES OR EXCLUSIVELY WITH SPORTING PUR
A MEANS OF TRANSPORT FOR ALL CITIZENS REGARDLESS
POSES BUT RATHER THAT IT POSITIONS ITSELF AS A GOOD 4HE BICYCLE IS A HIGHLY EF½CIENT MEANS OF OF THEIR INCOME OCCUPATION AGE OR GENDER 4HE
ALTERNATIVE FOR MAKING SHORT DISTANCE JOURNEYS TRANSPORT )N CONTEMPORARY DISCUSSIONS ABOUT MOST IMPORTANT ASPECT OF THESE STRATEGIES IS THAT
URBAN TRANSPORT AND THE FUTURE OF SUSTAINABILITY IN THEY HAVE BEEN EFFECTIVE AND THE BICYCLE HAS BE
4HE DOCUMENT IS DIVIDED INTO SIX CHAPTERS 4HE THE SECTOR THE BICYCLE HAS EARNED A PREDOMINANT COME ONE OF THE MOST IMPORTANT MEANS OF TRANS
½RST IS AN INTRODUCTION EXPLAINING THE GENERAL POSITION IN LINE WITH OTHER VERY RELEVANT TOPICS PORT )T IS WORTH STRESSING HERE THE EXPERIENCES
CONTEXT OF SUSTAINABLE TRANSPORT IN WHICH THE SUCH AS THE DEVELOPMENT OF HIGH CAPACITY PUBLIC OF CITIES IN .ORDIC COUNTRIES LIKE #OPENHAGEN
PROMOTION OF THE BICYCLE IS FRAMED AND WHERE TRANSPORT SYSTEMS AND PRIVATE CAR RESTRICTIONS )N AND SOME CITIES IN THE .ETHERLANDS SUCH AS !M
ITS USE AS A MEANS OF URBAN TRANSPORT FOR CITIES ADDITION TO THIS THE BICYCLE HAS BEEN TAKEN INTO STERDAM 5TRECHT AND (OUTEN WHERE THE MODAL
AROUND THE WORLD IS JUSTI½ED 4HE SECOND CHAPTER ACCOUNT AS PART OF AN INTEGRATED TRANSPORT SYSTEM SHARE OF THE BICYCLE HAS REACHED AND IN SOME
PRESENTS THE BENE½TS OF USING THE BICYCLE WHILE #ONSEQUENTLY SOME MASS TRANSPORT SYSTEMS HAVE CASES SURPASSED OF THE JOURNEYS $UTCH
THE THIRD CHAPTER DESCRIBES THE DIFFERENT INCONVE
BEEN DEVELOPED IN WHICH A THIRD OF THE USERS 4RANSPORT -INISTRY
NIENCES BARRIERS THAT CAN BE ASSOCIATED WITH ITS REACH STATIONS BY BICYCLE AND CAN LEAVE THEM IN
USE 4HE FOURTH CHAPTER THE MOST EXTENSIVE AND FREE AND EXCLUSIVE PARKING AREAS 4HIS HAS NOT ONLY
RELEVANT PROVIDES AN EXPLANATION OF THE SUGGES
INCREASED THE QUANTITY OF PASSENGERS IN MASSIVE
6 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 7
4HE BICYCLE IS A VEHICLE THAT HAS BEEN USED WITH 4HE BICYCLE IS SO VERSATILE THAT IT HAS IN¾UENCED )N THE CASE OF PROJECTS ORIENTED TOWARDS MAKING
THREE CLEAR PURPOSES THROUGHOUT HISTORY RE
PROMOTION CAMPAIGNS BY CREATING ACTIVITIES IN MASSIVE USE OF THE BICYCLE PROMOTION TAKES ON A
CREATION SPORTS AND TRANSPORTATION 4HE THE RECREATION AND SPORTS AREAS &OR EXAMPLE MUCH MORE IMPORTANT ROLE THAN IN OTHER TRANS
½RST TWO FUNCTIONS ARE EXPLICIT AND WIDELY ACCEP
,IMA CELEBRATES BICYCLE FESTIVALS WHILE "OGOTf PORT PROJECTS ESPECIALLY IN CITIES WHERE LITTLE HAS
TED AS VALID ACTIVITIES FOR PEOPLE WITH ANY LEVEL OF FOUNDED AN EVENT IN THE MID S CALLED ±3UN
BEEN DONE TO PROMOTE THE USE OF THIS VEHICLE )N
INCOME )N OTHER WORDS RIDING A BICYCLE AS A FORM DAY #ICLOVqA² IN WHICH KM OF THE CITY STREETS THE PAST MASSIVE INFRASTRUCTURE PROJECTS FOR BICY
OF RECREATION OR SPORT IS NOT SEEN AS A PROBLEM BECOME EXCLUSIVE FOR NON
MOTORIZED TRANSPORT CLES HAVE BEEN DEVELOPED WHERE PROMOTION PRO
IN FACT USING THE BICYCLE FOR SPORTS HAS A POSITIVE EVERY 3UNDAY AND HOLIDAY MORNING 4HIS IDEA HAS GRAMS HAVE NOT BEEN USED MONTHS AFTER HAVING
CONNOTATION FOR THE MAJORITY OF THE POPULATION ALREADY BEEN IMPLEMENTED IN ,ATIN !MERICAN BUILT KILOMETERS OF BICYCLE TRACKS WITH EXCELLENT
CITIES (AVING ESTABLISHED THIS 3UNDAY RECREA
TECHNICAL SPECI½CATIONS THE USE OF THIS VEHICLE
"Y CONTRAST THE THIRD FUNCTION THE USE OF THE BI
TIONAL EVENT IN A CITY LIKE "OGOTf RESULTED IN FA
DID NOT INCREASE 3ADLY IN THESE CASES THE INFRA
CYCLE AS MEANS OF TRANSPORT DOES HAVE A NEGATIVE MILIARIZING CITIZENS WITH THE BICYCLE AS A MEANS STRUCTURE DESIGNERS´ CONCLUSION IS ±THE BICYCLE
&IGURE 4HE ±#ICLOVqA² IN "OGOTf #OLOMBIA KM CONNOTATION )T IS SEEN AS A NECESSITY FOR THOSE WHO OF RECREATION SPORTS AND TRANSPORT 4HIS EASED IS NOT A VALID MEANS OF TRANSPORT FOR THIS CITY²
OF STREETS CLOSED FOR VEHICLES IS PERFECT SCENERY TO EN
HAVE NO OTHER OPTIONS AND SOMETIMES EVEN AS A THE REINFORCEMENT OF THE BICYCLE INDUSTRY AND WHICH RESULTS IN THE ABANDONMENT OF THE IDEA OF
JOY FREE TIME AND TO PROMOTE THE BICYCLE AS A MEANS OF MEANS OF TRANSPORT FOR ECCENTRIC PEOPLE 3TUDIES THE PRICES OF THE VEHICLES DROPPED TO PURCHA
BUILDING NEW PROJECTS FOR BICYCLES
TRANSPORT 3OURCE #ARLOSFELIPE 0ARDO CONDUCTED IN MANY CITIES AROUND THE WORLD HAVE SABLE LEVELS FOR ALMOST THE ENTIRE POPULATION )N
FOUND NEGATIVE CONNOTATIONS ATTACHED TO THE USE LIGHT OF THE ABOVE
MENTIONED REASONS THE NEED 4HROUGHOUT THIS GUIDE ANOTHER ASPECT RELATED
OF THE BICYCLE FOR EXAMPLE IN SOME !FRICAN CITIES TO CONSIDER THIS TRIPLE FUNCTIONALITY HAS BECOME TO THE EF½CIENCY OF PROMOTION WILL BE PRESENTED
(ENCE THE BICYCLE IS AN IMPORTANT MEANS OF THE USE OF THE BICYCLE IS FORBIDDEN FOR WOMEN DUE EVIDENT 4HE BICYCLE IS A MEANS OF RECREATION THE IMPORTANCE OF POLICIES AND COHERENT PROJECTS
TRANSPORTATION AND IN THE PARTICULAR CASE OF ,AT
TO THE CULTURAL NORMS OF THOSE COUNTRIES /N THE SPORTS AND TRANSPORT AND DEVELOPING PROMOTION REGARDING THE USE OF THE BICYCLE AS A SUSTAINABLE
IN !MERICA THERE STILL EXISTS A GREAT POTENTIAL FOR OTHER HAND IN CITIES WITH VERY LOW INCOMES THE CAMPAIGNS THAT INCLUDE STRATEGICALLY INTEGRATED MEANS OF TRANSPORT !N EXAMPLE OF THIS IS THE
IT ,ATIN !MERICAN CITIES HAVE CLIMATIC CHARACTER
BICYCLE HAS A VERY POSITIVE IMAGE AS IT IS A VEHICLE AND MIXED ACTIVITIES FOR ALL THREE IS FUNDAMENTAL INTEGRATION OF THE BICYCLE WITH OTHER MODES OF
ISTICS THAT FAVOUR THE USE OF THE BICYCLE ESPECIAL
THAT PROVIDES EASIER MOBILITY FOR THAT SEGMENT OF 4HE BICYCLE WILL THEN BE ADEQUATELY RELATED TO TRANSPORTATION LIKE BUS AND RAIL 4HE POSSIBILITY
LY WHEN COMPARED TO SOME .ORDIC AND %UROPEAN THE POPULATION AND GENERATES GREATER JOB OPPOR
THESE THREE FUNCTIONS OF HAVING AN ADEQUATE PARKING ZONE IN A BUS OR
CITIES /NCE THE CITIZENS HAVE BEEN FORMALLY TUNITIES METRO STATION OR EVEN THE POSSIBILITY OF TRANS
INTRODUCED TO THE BICYCLE AS AN OPTION THEY ARE PORTING THE BICYCLE INSIDE A PUBLIC TRANSPORT VE
OPEN TO TRYING IT OUT RECREATIONALLY OR AS MEANS )T IS A PARADOX THAT THE BICYCLE WAS A VEHICLE FOR 4HE EF½CACY OF PROMOTION HICLE SIGNI½CANTLY INCREASE THE PROBABILITY OF USE
OF TRANSPORT )N ADDITION TO THESE ADVANTAGES THE THE VERY RICH IN THE MID NINETEENTH CENTURY AN OF BOTH MEANS BICYCLE AND PUBLIC TRANSPORT
USE OF THE BICYCLE OFFERS A SERIES OF BENE½TS THAT IDEA THAT WAS SOON OUT OF PLACE ONCE THE AUTOMO
4HE DEVELOPMENT OF A TRANSPORT PROJECT INCLUDES
NO OTHER MEANS OF TRANSPORT CAN 4HESE INCLUDE BILE BECAME THE STANDARD MEANS OF TRANSPORT STUDIES OF THE ACTUAL DEMAND INFRASTRUCTURE DE
IMPROVING THE HEALTH AND PHYSICAL CONDITION OF 4HE PROBLEM WITH THESE KINDS OF DISTINCTIONS AND SIGN TECHNICAL SPECI½CATIONS FOR ITS CONSTRUC
4HIS GUIDE
DAILY USERS THE ABSENCE OF POLLUTING EMISSIONS CONNOTATIONS WHERE THE BICYCLE IS SEEN AS A VE
TION AN ESTIMATION OF THE NECESSARY INVESTMENT
FROM THE BICYCLE THE BENE½T OF DIMINISHING TRAF
HICLE FOR EITHER THE RICH OR POOR OR FOR MEN OR CONSTRUCTION TIME LINE AND OTHER STRICTLY TECHNI
4HIS GUIDE DESCRIBES WITH CERTAIN LEVEL OF DETAIL
½C CONGESTION AND CONTAMINATION AS WELL AS THE HEADS OF FAMILIES IS THE MORAL VALUE THAT IS AS
CAL ASPECTS RELATED TO ENGINEERING URBANISM AND HOW TO ACHIEVE A GREATER USE OF THE BICYCLE IN A
OVERALL IMPROVEMENT OF HEALTH CONDITIONS AND SIGNED POSITIVE OR NEGATIVE TO IT )N REALITY THE SOMETIMES ARCHITECTURE (OWEVER IN VERY FEW CITY WHERE THE CONSTRUCTION OF BICYCLE INFRASTRUC
QUALITY OF LIFE OF THE GENERAL POPULATION 4HE BI
BICYCLE IS A TOOL WHICH SHOULD ONLY SATISFY ITS CASES IS ENOUGH IMPORTANCE GIVEN TO AN ADDI
TURE IS BEING PLANNED OR HAS ALREADY BEEN CON
CYCLE ALSO TRANSCENDS ITS ROLE AS A MEANS OF TRANS
OWN PROPER FUNCTION TO BE A TRANSPORT VEHICLE TIONAL COMPONENT WHICH HAS THE SAME RELEVANCE STRUCTED 4HE MAIN OBJECTIVE OF THIS GUIDE IS TO
PORT AS IT PROMOTES AN IMAGE AN ATTITUDE AND A REGARDLESS OF IT BEING GOOD OR BAD BUT RATHER EF
IF NOT GREATER THAN THE ONE GIVEN TO TECHNICAL DE
EXPLAIN IN A CONCISE AND COMPREHENSIVE MANNER
MUCH MORE POSITIVE OUTLOOK ON LIFE !S SCIENCE ½CIENT AND FUNCTIONAL .EVERTHELESS GENERATING TAILS PROMOTION THE WAYS IN WHICH NON
MOTORIZED TRANSPORT PLANS
½CTION WRITER (' 7ELLS ONCE WROTE ±WHEN ) SEE SUCH BELIEFS IN A POPULATION IS VERY DIF½CULT AND POLICIES MUST BE A COMPLEMENT TO THE CITY
AN ADULT RIDING A BICYCLE DO NOT DESPAIR FOR THE 4HE AIM IS TO DEMONSTRATE THAT THE BICYCLE IS A
FUTURE OF THE HUMAN RACE² VIABLE VEHICLE UNDER A GREAT VARIETY OF CONDITIONS
8 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 9
4HE GUIDE HAS BEEN DEVELOPED CONSIDERING FOURTH CHAPTER WHICH IS THE MOST EXTENSIVE AND
MAINLY ,ATIN !MERICAN DECISION MAKERS INTEND
IMPORTANT ONE PRESENTS A GENERAL METHODO
ING TO IMPLEMENT A BICYCLE PROMOTION CAMPAIGN LOGY THAT INCLUDES FUNDAMENTAL COMPONENTS OF
BUT ALSO KEEPS IN MIND CITIZENS COMMITTED TO THE A PROMOTION STRATEGY FOR THE USE OF THE BICYCLE
SAME CAUSE !CCORDING TO THE EXISTING BUDGET FOR &OR THOSE WHO ALREADY HAVE IN
DEPTH KNOWLEDGE
EACH CASE SOME OR MANY ACTIVITIES DESCRIBED IN ABOUT THE OBSTACLES OF THE BICYCLE AS A MEANS OF
THE FOLLOWING CHAPTERS WOULD BE ABLE TO BE CAR
TRANSPORT IT MIGHT BE MORE USEFUL TO CONCENTRATE
RIED OUT 4HE MOST IMPORTANT THING ABOUT THIS ON THIS CHAPTER 4HE ½FTH CHAPTER COMPLEMENTS
GUIDE IS THAT IT OFFERS THE POSSIBILITY OF KNOWING THE PRIMARILY THEORETICAL COMPONENT WITH A DE
RELEVANT ASPECTS AT THE MOMENT OF DEVELOPING A SCRIPTION OF OTHER EXPERIENCES AROUND THE WORLD
PROMOTION STRATEGY IMPLEMENTING IT AND KNOW
PARTICULARLY THAT OF #ONCEPCION #HILE WHERE A
ING ITS EFFECTIVENESS BICYCLE PROMOTION PROJECT HAS BEEN DEVELOPED
BASED ON THE SAME METHODOLOGY PRESENTED IN
!NOTHER REASON THAT MOTIVATES THE DECISION TO THIS GUIDE 4HIS CHAPTER INCLUDES COMMENTS
ELABORATE THIS GUIDE IS THE VERY LIMITED AVAILABILITY ABOUT THE EXPERIENCES GAINED FROM THIS PROJECT
OF SIMILAR DOCUMENTS ! GREAT DEAL OF THE EXISTING 4HE DOCUMENT ENDS WITH CONCLUSIONS AND RE
MATERIAL ON TRANSPORT PLANNING ONLY CONTAINS A COMMENDATIONS GEARED AT WHOMEVER IS INTEREST
SHORT SECTION DEDICATED TO THE SUBJECT MATTER OR ED IN IMPLEMENTING A PROMOTION STRATEGY OF THE
OFTEN CORRESPONDS TO DOCUMENTS THAT DEAL WITH BICYCLE AS A MEANS OF TRANSPORT IN THEIR CITY
THE PROMOTION OF SUSTAINABLE TRANSPORT IN GENERAL
TERMS BUT NOT SPECI½CALLY ABOUT THE BICYCLE
&URTHERMORE IN MANY CASES THESE DOCUMENTS ARE
NOT AVAILABLE IN 3PANISH THE LANGUAGE IN WHICH
&IGURE 4HE BICYCLE USERS IN MANY CITIES IN 'ERMANY THE DOCUMENT IS ORIGINALLY WRITTEN
CAN ENTER THE RAIL TRANSPORT SYSTEM WITH THEIR NON
MO
TORIZED VEHICLE WITHOUT ANY ADDITIONAL COST 3OURCE &INALLY IT IS IMPORTANT TO RECOGNIZE THE LACK OF
#ARLOSFELIPE 0ARDO KNOWLEDGE ON THE SUBJECT MATTER PARTICULARLY
WITH RESPECT TO SPECI½C PROMOTION METHODOLO
GIES AMONG DIFFERENT PROFESSIONALS IN THE TRANS
PORT AREA INCLUDING ACTIVISTS INDUSTRY OR .ON
IN ALMOST ANY CITY AROUND THE WORLD AS LONG AS GOVERNMENTAL /RGANIZATIONS .'/S THAT WORK
AN ADEQUATE PLANNING AND AN APPROPRIATE PRO
ON THE TOPIC
MOTION STRATEGY ACCOUNT FOR THE NEEDS OF THE CITY
4HE INTENTION IS NOT TO GIVE THE READER A SERIES OF )N ORDER TO ACHIEVE THE INTENDED OBJECTIVES THE
±TIPS² AND DETAILED STEPS TO APPLY IN ANY CITY BUT SECOND CHAPTER OF THIS GUIDE PRESENTS THE BENE½TS
RATHER TO EXPOSE A PROBLEMATIC URBAN TRANSPORT OF THE BICYCLE IN A GENERAL CONTEXT OF URBAN AND
PANORAMA SHOW THE BICYCLE AS AN OPTION TO HELP SUSTAINABLE TRANSPORT )N THE FOLLOWING CHAPTER
SOLVE THE PROBLEM AND PRESENT A GENERAL SCHEME A FEW BARRIERS ARE PRESENTED WHICH ARE TYPICALLY
OF A PROMOTION STRATEGY FOR BICYCLES THAT COULD ASSOCIATED WITH THE USE OF THE BICYCLE ESPECIALLY
BE ADAPTABLE TO ,ATIN !MERICAN CITIES AND OTHER IN CITIES WITH A NON
EXISTENT ±BICYCLE CULTURE² AS
CITIES OF DEVELOPING COUNTRIES WELL AS A CHARACTERIZATION OF THESE BARRIERS WITH
THE INTENTION OF OVERCOMING EXISTING MYTHS 4HE
10 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 11
"ENE½TS OF THE BICYCLE )N ACTUALITY THE CITY BENE½TS ENORMOUSLY EVERY DAY &URTHERMORE THERE ARE STUDIES THAT DE
FROM THE IMPLEMENTATION OF A PROMOTION MONSTRATE THE CALORIC BURN RATE OF A PERSON WHO
POLICY AND THE DEVELOPMENT OF INFRASTRUC
USES THE BICYCLE WHICH HAS AN INDIRECT RELATION
TURE FOR BICYCLES 4HE COSTS ASSOCIATED WITH WITH THE EMISSIONS IS HIGHER THAN A MORE SEDEN
4HE ½RST STEP TO UNDERSTANDING THE USEFULNESS OF THE CONSTRUCTION OF THE INFRASTRUCTURE FOR TARY PERSON WHO MOVES AROUND IN MOTORIZED VE
PROMOTING THE BICYCLE IS BY DESCRIBING ITS QUALI
)N #HILE THE COST OF A BICYCLE IS COMPARABLE THE BICYCLES IN THE CASE OF #HILE APPROXI
HICLES .EVERTHELESS AN ANALYSIS THAT INCLUDES ALL
TIES AS A MEANS OF TRANSPORT &OR THIS REASON THIS TO THE EXPENSES OF A PERSON USING TWO MONTHS MATELY MILLION #HILEAN PESOS
AROUND THESE ASPECTS DEMONSTRATES THE ENORMOUS ADVAN
CHAPTER PRESENTS THE BENE½TS OF USING THE BICYCLE OF PUBLIC TRANSPORT TICKETS BETWEEN AND THOUSAND 53 DOLLARS
PER KILOMETER ARE TAGE OF THE BICYCLE AS A MEANS OF TRANSPORT AND
AND THE IMPLEMENTATION OF FAVOURABLE POLICIES THOUSAND #HILEAN PESOS WHICH IS BETWEEN MUCH LESS THAN THOSE OF AUTOMOBILES WHICH THE BENE½TS OF A VEHICLE THAT DOES NOT GENERATE
FOR ITS USE WHICH HAVE BEEN GROUPED IN ACCOR
AND 53 DOLLARS IN #HILE SUM UP TO AN AVERAGE OF THOUSAND ANY EMISSIONS WHEN BEING USED DESPITE THE INI
DANCE WITH THE CLASSIC SUSTAINABILITY DIMENSIONS MILLION #HILEAN PESOS
AROUND MILLION TIAL OR INDIRECT EMISSIONS
ECONOMICAL SOCIAL AND ENVIRONMENTAL 4HE SUS
53 DOLLARS
PER KILOMETER 4HE DIFFERENCE
TAINABILITY HAS BEEN DE½NED IN MANY WAYS YET %XPENSES ASSOCIATED WITH THE PARKING OF BICYCLES IS CLEAR WHEN THESE COSTS ARE COMPARED PER )N THIS SCENARIO THE SUBSTANTIAL REDUCTION IN
THE MOST TRADITIONAL DE½NITION IS THE USE OF ACTUAL NORMALLY DO NOT EXIST MAINTENANCE IS INFREQUENT PERSON PER KILOMETER
PERSON OR PER JOUR
TRANSPORT EMISSIONS GENERATES ENVIRONMENTAL BE
RESOURCES WITHOUT REDUCING THE CAPACITY FOR FUTURE GEN
AND THE COST ALMOST INSIGNI½CANT AND THERE ARE NEY
PERSON NE½TS THAT IMPROVE THE HEALTH CONDITIONS OF THE
ERATIONS USING THE SAME RESOURCES NO RECURRING PAYMENTS SUCH AS TAXES OR YEARLY
INHABITANTS 4O GIVE A NUMERICAL DIMENSION TO
BASED TARIFFS THE RELEVANCE OF ENVIRONMENTAL ISSUES STATISTICS
4HESE BENE½TS ARE PRESENTED WITH A DOUBLE PUR
3AO 0AULO "RAZIL A CITY THAT VERY RECENTLY ABOUT ENVIRONMENTAL PROBLEMS ASSOCIATED WITH
POSE CONTEXTUALIZING THE REASON TO PROMOTE THE !N ADDITIONAL INDIRECT BENE½T OF USING A BICYCLE GAVE PRIORITY TO THE PARTICULARPRIVATE AUTO
URBAN TRANSPORT ARE PRESENTED BELOW
BICYCLE WHILE ALSO PRESENTING THEM AS PERSUA
IS THE INCREASE IN PRODUCTIVITY )T HAS BEEN DEM
MOBILE AND NEGLECTED THE IMPORTANCE OF
SION TOOLS FOR THE PROCESS OF IMPLEMENTATION OF A ONSTRATED THAT THE USE OF THIS VEHICLE IMPROVES THE BICYCLE AS A MEANS OF TRANSPORT LOSES "ENE½TS FOR THE SOCIETY
PROMOTION CAMPAIGN IN A CITY 4HEREFORE BEFORE WORK PERFORMANCE AS WELL AS REDUCING ABSENTEE
APPROXIMATELY OF ITS '$0 DUE TO VEHICLE
STARTING THE DEVELOPMENT OF ANY PARTICULAR STRAT
ISM DUE TO THE FACT THAT IT GENERATES HIGHER AT
CONGESTION WITHOUT CONSIDERING OTHER EXTER
! THIRD COMPONENT WHICH MUST BE ADDRESSED IN
EGY IT IS RECOMMENDED TO REVISIT THIS CHAPTER TENTION LEVELS IN USERS 4HIS CAN ALSO BE CONSI
NALITIES OR NEGATIVE CONSEQUENCES OF THE THE ANALYSIS OF THE BENE½TS OF CYCLING FOR A CITY
ONCE THE ENTIRE DOCUMENT HAS BEEN READ DERED A BENE½T FOR THE CITY IN GENERAL AS WELL AS PROBLEMS ASSOCIATED WITH AN UNSUSTAINABLE AND ITS INHABITANTS IS THE SOCIAL 4HIS COMPONENT
FOR ORGANIZATIONS IN PARTICULAR TRANSPORT POLICY 'ORHAM HAS A CLOSE RELATIONSHIP WITH THE OTHERS PRESEN
%CONOMIC BENE½TS TED ABOVE
3ECONDLY THE MOST SIGNI½CANT ECONOMIC BENE½TS
4HE ECONOMIC BENE½TS OF THE USE OF THE BICYCLE FOR A CITY ARE THOSE RELATED TO ITS CONTRIBUTION TO &IRST AS DETAILED ABOVE THE GREATER USE OF CYCLING
CAN BE CONSIDERED FROM TWO PERSPECTIVES THE THE REDUCTION OF POVERTY GIVEN THAT THE USE OF %NVIRONMENTAL BENE½TS LEADS TO BETTER HEALTH CONDITIONS FOR THE POPULA
BENE½TS EVERY INDIVIDUAL ACQUIRES FROM USING THE THE BICYCLE SIGNI½CANTLY INCREASES ACCESS TO JOBS TION 4HIS IS MANIFESTED IN SEVERAL WAYS
BICYCLE AND THE BENE½TS A CITY OBTAINS WHEN DE
AND SERVICES FOR THE POPULATION CONGESTION RE
$ESPITE THE PREDOMINANT ECONOMIC BENE½TS IN
VELOPING PROJECTS FOR THE MASSIVE USE OF THIS VE
DUCTION AND AS A RESULT THE INCREASE OF THE 'ROSS THE CLASSIC COST
BENE½T STUDY THERE ARE OTHER AS
HICLE $OMESTIC 0RODUCT '$0 OF THE CITY OR COUNTRY PECTS WORTH ANALYZING 4HE ½RST AND FOREMOST IS !CCORDING TO RECENT ESTIMATES OF RESPIRATORY
THE ENVIRONMENT WHICH HAS BECOME OF GREATER DISEASES THERE ARE CURRENTLY ABOUT MI
4HE BENE½TS THE INDIVIDUAL ACQUIRES ARE IMPORTANCE IN THE PAST FEW YEARS LLION PEOPLE WITH ASTHMA MILLION SUFFER
&INALLY THE EF½CIENCY IN TERMS OF THE SPACE USED FROM CHRONIC OBSTRUCTIVE PULMONARY DISEA
! LOWER ECONOMIC COST ASSOCIATED WITH THE USE BY BICYCLES COMPARABLE ONLY TO THE EF½CIENCY OF )T IS IMPORTANT TO MENTION THAT ALTHOUGH POLLU
SE AND MANY MILLIONS MORE WHO SUFFER FROM
OF THE BICYCLE DUE TO THE LOW COST OF PURCHASE MASSIVE PUBLIC TRANSPORT IS ANOTHER ECONOMIC TING EMISSIONS ARE GENERATED IN THE PRODUCTION ALLERGIC RHINITIS AND OTHER CHRONIC RESPIRATORY
AND MAINTENANCE IN COMPARISON WITH THE COST OF BENE½T FOR A CITY THAT PROMOTES THIS MEANS OF AND DISTRIBUTION OF BICYCLES AND EVENTUALLY THE DISEASES #2$ THAT ARE OFTEN NOT DIAGNOSED
TRAVELLING BY PUBLIC TRANSPORT TRANSPORT PURCHASE OF SPARE PARTS AND THE COST OF MAINTE
7ORLD (EALTH /RGANIZATION 7(/
NANCE THIS DOES NOT OCCUR WHILE RIDING A BICYCLE
12 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 13
4RAF½C INJURIES CONSTITUTE AN ENORMOUS PU
WHEN THEY USE IT THEY ARE MORE CHEERFUL &INALLY BY COMPARING THE IMPACTS GENERATED BY THE CAR !CCORDING TO AN ANALYSIS BASED ON 7(/
BLIC HEALTH AND DEVELOPMENT PROBLEM !CCOR
A TRIVIAL FACT WHICH MAY STILL BE RELEVANT AND AP
ON PEDESTRIANS AND PUBLIC SPACE WITH THOSE GE
½GURES WHICH CORRESPOND TO THE PERCENTA
DING TO 7(/ DATA DUE TO TRAF½C ACCIDENTS IN PROPRIATE IS THAT PEOPLE WHO USE THE BICYCLE CAN NERATED BY THE BICYCLE GE OF OVERWEIGHT PEOPLE FROM NATIONS
WHICH MOTOR VEHICLES ARE INVOLVED ALMOST DO SO WITHOUT WORRYING ABOUT THEIR PHYSICAL AC
#HILE IS RANKED RD WITH OF THE PO
MILLION PEOPLE ARE KILLED A YEAR AND BETWEEN TIVITY THEREBY SAVING THE EXPENDITURE OF TIME AND )N GENERAL THE BICYCLE HAS A ±HARMONIOUS RELA
PULATION OVERWEIGHT OR OBESE ONLY SURPAS
MILLION AND MILLION ARE DISABLED $ATA MONEY ON A GYM TIONSHIP² WITH THE URBAN FORM SINCE IT DOES NOT SED IN ,ATIN !MERICA BY !RGENTINA TH
FROM THE 7(/ AND 7ORLD "ANK SHOW IN ANY WAY AFFECT THE DISTANCING TO THE PLACES AND -EXICO TH %LGUEDA AND ,EIGTHTON
THAT UNLESS NECESSARY MEASURES ARE TAKEN
!T THE ADMINISTRATIVE LEVEL MUNICIPALITIES HAVE FOR DAILY ACTIVITIES 4HAT IS TO SAY WHILE THE IN
THESE INJURIES WILL RISE DRAMATICALLY BY A LOWER PUBLIC SPENDING ON HEALTH BY IMPROVING DISCRIMINATE USE OF AUTOMOBILES IN SOCIETIES LIKE
ESPECIALLY IN COUNTRIES WHERE THE NUMBER OF THE PHYSICAL CONDITIONS OF THOSE WHO USE THE BI
THE 5NITED 3TATES HAS CREATED A PHENOMENON
MOTOR VEHICLES IS GROWING RAPIDLY CYCLE 4HESE SAVINGS CAN BE REINVESTED IN OTHER CALLED ±URBAN SPRAWL² IN WHICH ANY ACTIVITY RE
SECTORS OR EQUALLY IMPORTANT PRIORITIES QUIRES TRAVELLING SEVERAL MILES DAILY MASSIVE USE
OF BICYCLES AS A MEANS OF TRANSPORT REMAINS MORE
!NOTHER IMPORTANT SOCIAL BENE½T THAT TRAN
±HUMAN SCALE² WITH THE URBAN ENVIRONMENT AND
)N %UROPE PEOPLE DIE ANNUALLY SCENDS THE STRICTLY PERSONAL LEVEL IS THE SOCIAL EQ
PLANNING 4O VERIFY THIS WE NEED ONLY COMPARE
FROM RESPIRATORY DISEASES AND CIRCULATORY UITY THAT IS GENERATED IN A COMMUNITY WHEN THERE TODAY´S CITIES WITH CITIES IN THE NINETEENTH CEN
SYSTEM GENERATED BY THE EXHAUST OF DIESEL IS A POLICY PROMOTING CYCLING !LTHOUGH IT SEEMS TURY WHEN THE ONLY TRANSPORTATION AVAILABLE WAS
ENGINES AND ½NE DUST AND OTHER PARTICLES IN DIF½CULT TO RELATE THE INCREASED USE OF THE BICYCLE WALKING CYCLING AND ANIMAL
POWERED VEHICLES
SUSPENSION %5 WITH A CONCEPT AS BROAD AS EQUITY THE FOLLOWING
POINTS MAY HELP CLARIFY THIS RELATIONSHIP #YCLING 4HIS TYPE OF RELATIONSHIP BETWEEN THE BICYCLE
UNLIKE THE CAR INVOLVES A MORE DIRECT CONTACT IE AND THE URBAN FORM HAS SERIOUS IMPLICATIONS IN
CLOSER PHYSICALLY BETWEEN CITIZENS -OREOVER TERMS OF SUSTAINABILITY IT NOT ONLY KEEPS THE HU
4HE USE OF BICYCLES CONTRARY TO WHAT MANY BE
ESTABLISHING A POLICY TO CONSIDER THE BICYCLE AS MAN SCALE OF A CITY BUT ALSO LOWERS ENERGY COSTS
LIEVE REDUCES THE RISK OF ACCIDENTS IN A CITY AND A MAJOR COMPONENT OF URBAN TRANSPORT INVOLVES EMISSIONS AND EVEN AVOIDS PROBLEMS OF MENTAL
THIS RISK IS FURTHER REDUCED WHEN USING THIS VE
GENERATING BETTER CYCLING FACILITIES WHICH IN TURN DEPRESSION AND OBESITY WHICH HAVE FREQUENTLY
HICLE EN MASSE THE EFFECT OF ±SAFETY IN NUMBERS² CREATES MORE OPPORTUNITIES AND ACCESS TO EM
BEEN CORRELATED WITH SPRAWL IN CITIES
;*ACOBSEN = PLOYMENT EDUCATION AND SERVICES TO LOW
INCOME
POPULATION
4HE USE OF BICYCLES REDUCES POLLUTION AND
THEREFORE IMPROVES THE HEALTH OF THE INHABITANTS
4HERE ARE ALSO ARGUMENTS ABOUT THE FREEDOM
OF THE CITY 4HIS ALSO HAS AN IMPACT ON ABSENTEE
AND ¾EXIBILITY NORMALLY ASSOCIATED WITH CYCLING
ISM WHICH IN #HILE HAS DECLINED TO APPROXIMATE
4HESE BENE½TS CAN BE UNDERSTOOD MAINLY BE
LY ACCORDING TO SOME STUDIES 7OMEN AND CAUSE OF THE VERSATILITY OF THE BICYCLE AS A VEHICLE
#OMMUNITY !DIMARK WHICH HAS THE ADVANTAGES OF A CAR IN TERMS OF AC
CESSIBILITY BUT AT A LOWER COST AND WITH ALMOST
!CCORDING TO THE 7ORLD (EALTH /RGANIZATION NO ENVIRONMENTAL IMPACT 4HIS GREATLY FACILITATES
)N $ORA PEOPLE WHO USE THE BICYCLE THE ASSOCIATION OF CYCLING WITH VALUES WHICH ARE
EVERY DAY HAVE A LOWER RISK OF CARDIOVASCULAR BEYOND PRACTICAL
DISEASE UP TO LESS AND RESPIRATORY DISEASE
UP TO LESS THEY ALSO HAVE HIGHER COGNITIVE
! ½NAL TYPE OF BENE½T ASSOCIATED WITH CYCLING
PERFORMANCE AND SUFFER LESS STRESS !DDITIONALLY AND ITS SUSTAINABILITY IS RELATED TO THE IMPACT ON
PEOPLE WHO USE THE BICYCLE AGREE THAT THE DAYS SPATIAL FACTORS 4HESE BENE½TS CAN BE UNDERSTOOD
14 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 15
"ARRIERS TO BICYCLE USE 4HE BICYCLE IS NOT ADEQUATE FOR CITY USE AS
THE CITY HAS NOT BEEN DESIGNED FOR CYCLING
)T IS IMPORTANT TO KEEP IN MIND THAT THE POINTS PRE
SENTED ABOVE ARE PERCEPTIONS OF THE BICYCLE AND
4HE BICYCLE IS THE VEHICLE THAT HAS GENERATED THE WHERE A SIGNI½CANT PORTION OF THE POPULATION HAS ITS USE
NOT ABSOLUTE TRUTHS ! PROMOTION STRATEGY
MOST MYTHS AMONG CITIZENS EXPERTS AND DECISION NOT USED A BICYCLE IN THE PAST AND DOES NOT KNOW IS USEFUL FOR CHANGING THESE PERCEPTIONS AND EVEN
MAKERS THE BASIC OPERATION OF SHIFTING BICYCLE GEARS 4HE REVERTING THEM
BICYCLE IS SEEN AS A VEHICLE FOR SPORT AND RECREA
4HE ½RST MEETINGS OF A CAMPAIGN TO PROMOTE CY
TIONAL FEATURES ARE ASSOCIATED MOSTLY WITH CHILDREN 4HIS CHAPTER IDENTI½ES THE TYPES OF BARRIERS AND
CLING IN CITIES WHERE IT IS NOT SEEN AS A MEANS OF !S FOR ITS ROLE AS A TRANSPORT MODE LARGE &/.!- DESCRIBES WAYS TO ADDRESS THEM ACCORDING TO THEIR
TRANSPORT ALWAYS GENERATE THE SAME REACTIONS EFFORTS HAVE FAILED TO INCREASE TO ANY EXTENT THE NATURE
NAMELY REASONS FOR WHICH A PARTICULAR CITY IS NOT MINIMAL USE OF THE BICYCLE 4HIS LIMITED USE IS BE
&IGURE )N &RANCE SNOW ISN´T A BARRIER FOR THE USE OF THE BICYCLE DURING THE MONTHS
SUITABLE FOR CYCLING 7ITNESSING THIS IN SEVERAL CAUSE THE BICYCLE HAS NEVER BEEN PART OF ANY TRANS
4HE BARRIERS OF WITNER 3OURCE 6qCTOR -UuOZ #OMPIEGNE &RANCE
CITIES WHAT IS PARTICULARLY STRIKING IS THAT THE REA
PORT POLICY NOR HAS IT HAD A GREAT FOLLOWING AS A
SONS PUT FORWARD ALTHOUGH IN GENERAL ARE ALWAYS SPORT !DDITIONALLY IT IS ASSOCIATED WITH POVERTY )NSTITUTIONAL BARRIERS AND POLICIES )NSTITUTIO
THE SAME ARE CONTRADICTORY BETWEEN CITIES 3OME AND SEEN AS A DIRTY VEHICLE AND PERHAPS EVEN MORE NAL BARRIERS RELATE PRIMARILY TO THE LACK OF PO
CITIES ATTRIBUTE THE DIF½CULTY IN USING THE BICYCLE OF A HINDRANCE LITICAL WILL TO BUILD INFRASTRUCTURE STANDARDS )MAGE BARRIERS )N MOST CASES THE BICYCLE IS
TO HOT WEATHER WHILE OTHERS SAY COLD WEATHER IS AND HAVING A BUDGET TO PROMOTE BICYCLING NOT USED SIMPLY BECAUSE IT IS ASSOCIATED WITH
A MAJOR LIMITATION !LTHOUGH IT IS CLEAR THAT THE 3IMILAR PERCEPTIONS WERE FOUND IN MOST DEVELOPING AS A MEANS OF TRANSPORT 4HIS UNWILLINGNESS DIRT AND SWEAT 4HIS IS LARGELY DUE TO THE IDEA
BICYCLE IS NOT A PERFECT MEANS OF TRANSPORT IT IS COUNTRIES 2ESEARCH SHOWS OTHER REASONS GIVEN FOR IS SOMETIMES A LACK OF AWARENESS OF THE DE
THAT IN ,ATIN !MERICA A BICYCLE IS A SPORTS VE
IMPORTANT TO DISCUSS SOME OF THE REASONS BEHIND NOT USING THE BICYCLE INCLUDE CISION MAKERS INADEQUATE ADVICE FROM THE HICLE GIVING THE ASSUMPTION THAT IT CAN ONLY
THIS PREFERENCE TO NOT USE IT AND PROPOSE ALTER
4HE BICYCLE IS NOT THE VEHICLE OF A PERSON STAFF OR THE SIMPLE ±FEAR² OF IMPLEMENTING BE USED WITH AN ONGOING EFFORT AND WEA
NATIVES TO ±NEUTRALIZE² OR AT LEAST MINIMIZE THESE OF HIGH STATUS OR MORE DIRECTLY IS A VEHICLE A TRANSPORT SCHEME SLIGHTLY DIFFERENT FROM RING SPORTS CLOTHING )N ADDITION IT ASSUMES
PERCEPTIONS FOR THE POOR THE TRADITIONAL AND COMMONLY USED ONES IN THAT THE ONLY BICYCLES THAT EXIST ARE THOSE OF
4HE BICYCLE IS UNSAFE SAFETY ¯ ROAD AND A CITY )N CITIES WHERE REELECTION OF POLITICIANS SPORTS DESIGN
,IMITATIONS TO THE USE OF BICYCLES ARE VARIED AND SECURITY ¯ PERSONAL IS POSSIBLE THERE IS ALSO THE FEAR OF LOSS OF
DEPEND STRICTLY ON GEOGRAPHICAL LOCATION AND HIS
4HE BICYCLE IS NOT SUITABLE FOR TRIPS TO WORK SUPPORT VOTES 7EATHER BARRIERS 2AIN COLD HEAT WIND ARE
TORY OF EACH CITY OR COUNTRY !N EXAMPLE AT ONE BECAUSE OF SWEATING HELMET USE AND THE THE BARRIERS MOST OFTEN ARGUED AS REASONS FOR
EXTREME IS THE .ETHERLANDS WHERE THERE APPEARS DIRT NOT USING THE BICYCLE
TO BE NO SOCIAL CONSTRAINTS TO CYCLING 3INCE THE 4HE BICYCLE IS NOT SUITABLE FOR HILLY LOCA
#ULTURAL BARRIERS #ULTURAL BARRIERS ARE THOSE
S IT REORIENTED ITS TRANSPORT POLICY TOWARDS TIONS RELATED TO TRADITIONS AND CUSTOMS OF PEOPLE
ONE WHERE THE BICYCLE WAS THE MOST IMPORTANT 4HE BICYCLE IS NOT SUITABLE FOR COLD WEATHER AND RELATE TO PERCEPTIONS OF A COLLECTIVE CHA
MEANS OF TRANSPORT 4HUS TODAY IT IS NORMAL TO ACCORDING TO INHABITANTS OF CITIES WITH RACTER 4YPICALLY THESE BARRIERS ARE DIF½CULT 4OPOGRAPHICAL BARRIERS !NOTHER BARRIER FRE
MOVE AROUND BY BICYCLE IN THE SNOW OR RAIN 4HE COLD WEATHER TO CHANGE IN THE SHORT TERM SINCE THIS WOULD QUENTLY MENTIONED AS A REASON FOR NOT CYCLING
SAME APPLIES IN VARYING DEGREES TO SEVERAL OTHER 4HE BICYCLE IS NOT SUITABLE FOR WARM SUGGEST SIGNI½CANT SOCIAL CHANGE IS THE ISSUE OF TOPOGRAPHY !S WITH OTHER BA
CITIES IN %UROPE PARTICULARLY IN THE .ORDIC COUN
WEATHER ACCORDING TO INHABITANTS OF CITIES RRIERS THIS INCLUDES BOTH REAL AND PERCEIVED
TRIES AND IN CITIES LIKE #OPENHAGEN WHERE THE BI
WITH WARM WEATHER COMPONENTS
CYCLE MODAL SHARE IS .ETHERLANDS -INISTRY 4HE BICYCLE IS NOT SUITABLE FOR LOCATIONS 0SYCHOLOGICAL BARRIERS 0SYCHOLOGICAL BARRIERS
OF 4RANSPORT WITH HIGH PRECIPITATION LEVELS ARE MORE INDIVIDUAL IN NATURE AND ALTHOUGH
4HE BICYCLE IS NOT SUITABLE FOR VERY DRY STRONGLY IN¾UENCED BY CULTURAL BARRIERS MAY
!T THE OTHER EXTREME IS THE CASE OF ,IMA 0ERU PLACES BE ADDRESSED EASIER
16 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 17
)NFRASTRUCTURE BARRIERS ! BARRIER THAT IS LESS THE ACTUAL CHANGE OF CYCLING PARTICULARLY AMONG CONCLUDING THEY ARE NORMALLY RESTRICTED TO A MI
YEARS IMPLIES THAT THE TOPOGRAPHY HAS NOT BEEN
PERCEIVED YET STILL HINDERS THE USE OF THE BICY
YOUNG PEOPLE WILL IMPROVE THE PERCEPTION IN THE NORITY OF DAYS IN THE YEAR ! SECOND WAY TO BREAK A LIMITING FACTOR IN ITS DEVELOPMENT (OWEVER
CLE IS THE LACK OF ADEQUATE INFRASTRUCTURE FOR LONG TERM MAKING UP ONE OF THE BASIC COMPO
DOWN THIS NOTION AS PREVIOUSLY MENTIONED IS TO THERE ARE CITIES WHERE TOPOGRAPHY MAY SERIOUSLY
ITS USE BIKE LANES LOW
SPEED STREETS PARKING NENTS TO MAINTAINING THE ±BIKE CULTURE² IN A CITY GO OUT ON A BICYCLE RIDE THROUGH THE CITY &INALLY HAMPER THE PROMOTION OF CYCLING AS A TRANSPORT
LOTS FOR BICYCLES SHOWERS IN THE WORKPLACE AFTER SEVERAL YEARS THE THIRD WAY TO DEMONSTRATE THAT THESE BARRIERS )N #HILE THE CITY OF 6ALPARAISO HAS TOPOGRAPHICAL
ARE NOT AS CRITICAL IS BY PRESENTING THE CASE OF THE FEATURES THAT HINDER THE PROMOTION OF CYCLING AS
0SYCHOLOGICAL BARRIERS .ETHERLANDS
A NATION THAT HAS ONE OF THE HIGH
IT HAS A LOW RATE OF ¾AT AREAS &OR CASES LIKE THIS
!S WILL BE DISCUSSED BELOW STRATEGIES COMPOSED EST BICYCLE USAGE RATES IN THE WORLD BUT SUFFERS ONE OPTION IS TO DEVELOP A PUBLIC BICYCLE SCHEME
3AFETY BARRIERS 4HESE BARRIERS LIKE MANY OF BOTH INDIVIDUAL ACTIVITIES BICYCLE RIDES BIKE FROM VERY BAD WEATHER LIKELY MUCH WORSE THAN AND IF POSSIBLE ELECTRICALLY ASSISTED BICYCLES
OTHERS COULD BE INCLUDED AMONG THE ±PSY
TO WORK INITIATIVES AND TECHNIQUES OF PERSUASION ANY CITY IN ,ATIN !MERICA !T THE OPPOSITE END THOUGH THIS EXCEEDS THE SCOPE OF THIS DOCU
CHOLOGICAL² BECAUSE THEY ARE OFTEN INDIVIDUAL FOR THE POPULATION WHICH ENTAILS PROVIDING IN
OF EXTREME CLIMATIC CONDITIONS IS THE EXAMPLE OF MENT (OWEVER IN MOST CASES THE TOPOGRAPHY IS
MISPERCEPTIONS )N MANY CASES IT IS ASSUMED FORMATION TO THE COMMUNITY WILL BE HIGHLY EF
#UBA WHICH COULD ALSO BE USEFUL IN DISCOURAGING NOT REALLY A DECISIVE FACTOR IN PROMOTING CYCLING
THAT A BICYCLE IS DANGEROUS IN ANY SITUATION FECTIVE IN CHANGING THESE NEGATIVE PERCEPTIONS THESE NOTIONS 4HE SIMPLEST ACTIVITY TO ADDRESS THIS BARRIER IS TO
AMONG PEOPLE TAKE A BICYCLE TOUR THROUGH THE CITY AS DETAILED IN
!S MENTIONED ABOVE CLIMATIC CONSTRAINTS TO CY
THE DESCRIPTION OF THE METHODOLOGY
)MAGE BARRIERS CLING RESPOND GREATLY TO CITIZENS´ PERCEPTIONS
4O OVERCOME THIS BARRIER ONE NEEDS TO UNDERSTAND RATHER THAN REALITY !N EXTREME COMPARISON OF )NFRASTRUCTURE BARRIERS
(OW TO CONFRONT AND THE DIFFERENT TYPES OF EXISTING BICYCLES AND THIS WOULD BE WITH THE .ETHERLANDS AND THE CITY (ERE IT SHOULD BE REITERATED THAT PROMOTION IS A
RESPOND TO THE BARRIERS RECOMMEND THE USE OF ±CITY BICYCLES² EXPLAINING OF "ANGKOK IN 4HAILAND A $UTCHMAN RIDES A BI
COMPLEMENTARY COMPONENT TO THE DEVELOPMENT
THAT IT IS NOT ALWAYS APPROPRIATE TO USE THIS CYCLE EASILY IN THE SNOW WHILE A CITIZEN OF "ANG
OF INFRASTRUCTURE AND SPECI½C RULES !LTHOUGH THIS
)NSTITUTIONAL BARRIERS AND POLICIES VEHICLE AT A SPEED THAT REQUIRES GREAT PHYSICAL KOK WOULD NOT USE A BICYCLE ON A SUNNY DAY 4HE WILL BE DESCRIBED IN MORE DETAIL IN LATER CHAPTERS
4HESE BARRIERS ARE SOME OF THE BIGGEST OBSTA
EFFORT /N THE OTHER HAND PEOPLE GENERALLY DO DIFFERENCE LIES ONLY IN THE PERCEPTION OF THE DIF
IT IS GENERALLY IMPORTANT TO FOCUS ON CHANGING
CLES TO OVERCOME IN DEVELOPING A COMPREHENSIVE NOT EXERCISE REGULARLY SO USING THE BICYCLE AT ANY ½CULTY OF MOBILIZATION UNDER DIFFERENT CLIMATIC PEOPLE´S ATTITUDES TOWARD THE USE OF THE BICYCLE
STRATEGY TO PROMOTE THE USE OF BICYCLES (OWEVER SPEED REPRESENTS A SIGNI½CANT EFFORT AND THEY WILL CONDITIONS )N ANY DISCUSSION WITH THOSE WHO DO AS THIS WILL GREATLY FACILITATE BEHAVIOUR CHANGE RE
ONCE OVERCOME IT WILL BE A MAJOR IMPETUS FOR AN THEREFORE SWEAT )T IS ALSO USEFUL TO EXPLAIN THAT NOT USE THE BICYCLE AS A MEANS OF TRANSPORT IT IS GARDING THE USE OF BICYCLES FOR TRANSPORTATION
ADVOCACY INITIATIVE !S WILL BE DISCUSSED BELOW SLIGHT FATIGUE AND PERSPIRATION ARE NORMAL DURING PARTICULARLY INTERESTING TO NOTE THAT THE INHABIT
PERSUASION WITH MESSAGES DIRECTED AT HIGH
IM
THE EARLY WEEKS OF BICYCLE RIDING BUT DECREASE ANTS OF THE CITIES IN COLD OR WARM WEATHER ALSO 3AFETY BARRIERS
PACT DECISION MAKERS AND DELIVERY OF INFORMATION PROGRESSIVELY 7ITH REGARDS TO THE PROBLEM OF BELIEVE THAT THE BICYCLE IS NOT A SUITABLE MEANS OF 4O CHANGE THESE PERCEPTIONS THERE ARE SEVERAL
TO CONSULTANTS AND CITY PLANNERS ARE TWO STRATE
OPPOSED HELMET USE THAT CAN BE SOLVED BY TRANSPORT FOR THEIR CLIMATE
BUT RATHER FOR A CITY METHODS THAT CAN BE USED ONE IS THE DELIVERY OF
GIES THAT SIGNI½CANTLY CHANGE THE SITUATION 4HE CHANGING CITY LAWS WITH THE OPPOSITE CLIMATE 4HUS IT IS CLEAR THAT SPECI½C DATA ON ACCIDENTS INVOLVING PEOPLE ON
PRESENTATION OF SUCCESSFUL CASE STUDIES ALSO HELPS THESE BARRIERS ARE CAUSED BY PERCEPTIONS OF RE
BICYCLES COMPARED WITH THOSE INVOLVING OTHER VE
TO OVERCOME THESE BARRIERS 7EATHER BARRIERS ALITY AND NOT BY ACTUAL CLIMATIC LIMITATIONS 4HIS HICLES 4HIS MAY BE FUTILE IN CITIES WHERE THERE
4HERE ARE THREE BASIC WAYS TO ELIMINATE THIS BAR
IS ALSO DEMONSTRATED THROUGH THE EXPERIENCE OF IS A LACK OF BICYCLE INFRASTRUCTURE IN THESE SCE
#ULTURAL BARRIERS RIER 4HE ½RST IS TO DEMONSTRATE STATISTICALLY THE INQUIRING FROM CITIZENS THEIR PERCEPTIONS REGARD
NARIOS IT IS MOST EFFECTIVE TO BUILD THE NEEDED
4HE DEVELOPMENT OF A COMPREHENSIVE STRATEGY TO TRUE RAIN FREQUENCY IN THE CITY ANNUAL RAINFALL ING THE LIMITATIONS OF THE BICYCLE AS A MEANS OF INFRASTRUCTURE
PROMOTE CYCLING AND SUSTAINING IT FOR THE FUTURE NUMBER OF DAYS OF RAIN THE TEMPERATURE OF THE TRANSPORT
WILL TURN THE BICYCLE INTO A MEANS OF TRANSPORT CITY AVERAGE TEMPERATURE MAXIMUM MINIMUM )F THE INFRASTRUCTURE HAS ALREADY BEEN BUILT YET
THAT IS ACCEPTED IN SOCIETY !FTER SOME TIME THE IN THE MONTHS OF THE YEAR THE WIND REGIME AND 4OPOGRAPHICAL BARRIERS THE PERCEPTION OF LACK OF SAFETY CONTINUES IT IS
CULTURAL BARRIERS BEGIN TO BE OVERCOME AND RE
OTHER CLIMATIC DATA WHICH ARE USUALLY UPDATED 4HE BEST WAY TO IMPROVE THE ACCURACY OF PERCEP
IMPORTANT TO PRESENT STATISTICS ON ACCIDENTS AND
PLACED WITH MORE POSITIVE COLLECTIVE PERCEPTIONS WITH GREAT PRECISION BY A GOVERNMENTAL AUTHOR
TIONS ABOUT THE TOPOGRAPHY OF A CITY IS WITH THE SPECI½C SAFETY STUDIES COMPARING BICYCLES TO CARS
4HAT IS CULTURAL BARRIERS PERSIST FOR A SIGNI½CANT ITY 4HIS WILL REMOVE THE PERCEPTION THAT ADVERSE ANALYSIS OF IT THROUGH CITY PLANS .ORMALLY THE 4HE MOST USEFUL ACTIVITY TO REDUCE THESE PERCEP
TIME BUT THE INTERVENTION IN OTHER BARRIERS AND WEATHER CONDITIONS EXIST PERMANENTLY IN THE CITY CONSTRUCTION AND OPERATION OF A CITY FOR SEVERAL TIONS IS A BICYCLE RIDE WITH SEVERAL PEOPLE ALLOW
18 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 19
-ETHODOLOGY TO PROMOTE THE BICYCLE
AS A MEANS OF TRANSPORT
3UCCESSFUL PROJECTS RELATED TO THE USE OF BICYCLES THESE PARTICIPANTS IS KEY AS IT HELPS TO CREATE A
IN VARIOUS CITIES AROUND THE WORLD HAVE INCLUDED SYNERGY BETWEEN GOVERNMENT CITIZENS AND OTHER
A DEDICATED PROMOTION SCHEME IN ADDITION TO IN
STAKEHOLDERS ,IKEWISE THE TOPIC OF PROMOTION IS
FRASTRUCTURE DEVELOPMENT AND POLICIES REGARDING UNDERSTOOD WITHIN A BROADER FRAMEWORK OF A NON
THE BICYCLE 4O IMPLEMENT A PROMOTION STRATEGY MOTORIZED TRANSPORT POLICY 4HUS PROMOTION IS
IT IS ESSENTIAL TO PLAN ACTIVITIES IDENTIFY TARGET COMPLEMENTED BY POLICIES AND INFRASTRUCTURE
GROUPS SET OBJECTIVES FOR EACH STRATEGY SET THE WHICH WOULD EVENTUALLY INCLUDE THE INTEGRATION
TIMELINE FOR THE STRATEGY AMONG VARIOUS OTHER OF CYCLING (OWEVER MOST OF THIS CHAPTER IS DE
TASKS 4HIS CHAPTER PROVIDES GUIDANCE ON THE VOTED TO DESCRIBING IN DETAIL THE COMPONENTS RE
MOST IMPORTANT STEPS TO DEVELOP SUCH A STRATEGY LATED TO PROMOTION AS SUCH
)T IS IMPORTANT TO NOTE THAT THE METHODOLOGY PRE
&INALLY IT IS IMPORTANT TO NOTE THAT TO GIVE A
&IGURE 4HE IMPLEMENTATION OF CYCLE RIDES IN #ONCEPCION #HILE FACILITATED SENTED BELOW SHOULD BE CONSIDERED AS A FRAME
MORE CONCRETE DIMENSION TO THE DESCRIPTION OF
THE CHANGE OF PERCEPTION ABOUT CYCLING 3OURCE 3/,54)6! #ONSULTORES WORK FOR EACH COMPONENT WHICH MUST BE ADAPT
THIS METHODOLOGY THE PROJECT WAS DECIDED AS A
ED TO THE SPECI½C CONTEXT WHERE IT WILL BE APPLIED CASE STUDY TO PROMOTE BICYCLE USE IMPLEMENTED
!LL CITIES AROUND THE WORLD HAVE DIFFERENT CHAR
IN #ONCEPCION #HILE 4HUS EACH SECTION CON
ACTERISTICS AND PARTICULARLY FOR THE TOPIC OF THIS TAINS ONE OR MORE PARAGRAPHS WITH SPECI½C INFOR
ING THEM TO CLARIFY THAT AN APPROPRIATE USE OF A GUIDE THERE IS CONSIDERABLE VARIATION REGARDING MATION ON THE DEVELOPMENT OF EACH COMPONENT
BICYCLE IS SAFE 4HE FEAR FOR PERSONAL SAFETY IE THE POPULATION´S KNOWLEDGE ABOUT THE BICYCLE AS WITHIN THE PROJECT
THEFT CAN BE AMELIORATED THROUGH EDUCATION AND A TRANSPORT MODE AS WELL AS THE POLITICAL WILL AND
APPROPRIATE USE OF LOCKS AND INFORMATION REGARD
GENERAL CONDITIONS OF THE CITY WHERE A PROMO
ING HOURS AND PLACES WHERE THE BICYCLE CAN TRAVEL TIONAL STRATEGY WILL BE IMPLEMENTED 3TRATEGIES TO INCREASE AWARENESS
WITHOUT RISK APART FROM THE CONSTRUCTION OF AP
AND ACHIEVE BEHAVIOUR CHANGE !"#
PROPRIATE BICYCLE PARKING AREAS AND AT A MORE 4HUS THE METHODOLOGY PRESENTED HERE EMPHA
ADVANCED STAGE THE DEVELOPMENT OF A DATABASE SIZES THE STRUCTURAL ASPECTS OF A CAMPAIGN RATHER 4HE ACTIVITIES INCREASING AWARENESS CAN BE CLASSI
SYSTEM FOR BICYCLES THROUGHOUT THE CITY THAN SPECI½C APPLICATIONS OR RIGID APPLIED RULES ½ED IN THE FOLLOWING CATEGORIES
!SSUME FURTHER THAT EACH CITY WILL HAVE A TEAM OF
SPECIALISTS IN COMMUNICATIONS HUMANITIES AND
MARKETING TO IMPLEMENT A COMPREHENSIVE STRA
TEGY
4HE METHODOLOGY PRESENTED INCLUDES COMPO
NENTS WITH A RELATIVELY CHRONOLOGICAL SEQUENCE
ALTHOUGH SOME STEPS WILL BE IMPLEMENTED PA
RALLEL TO OTHERS 4HIS METHODOLOGY INVOLVES THE
SUPPORT OF BOTH CITIZENS AND THE GOVERNMENT
IN A PROMOTION STRATEGY 3UPPORT FROM BOTH OF
20 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 21
!FFECTIVE 4HIS INCLUDES STRATEGIES AIMED #OMMUNITY
SOCIAL )T INVOLVES ACTIVITIES IN DITION TO THE TYPICAL BARRIERS THAT WERE DESCRIBED )N MANY CASES THESE TWO ±STAGES² OF DISCUSSION
AT PEOPLE´S SENSIBILITIES AND EMOTIONS 4HESE WHICH TEAMS OF PEOPLE ARE IN CHARGE OF PRO
IN THE THIRD CHAPTER OF THIS DOCUMENT WITH DECISION MAKERS MAY TAKE MUCH LONGER THAN
STRATEGIES EVOKE HAPPINESS THE SENSE OF FREE
MOTING CYCLING FOR REASONS SUCH AS ENVIRON
EXPECTED )N ADDITION THEY MAY REQUIRE MORE
DOM AND ALL THE POSITIVE FEELINGS ASSOCIA
MENTAL ONES 4HIS GENERATES GROUPS OF BICYCLE 4O ACHIEVE GREATER PARTICIPATION BY DECISION THAN JUST HOLDING A MEETING WITH DECISION MAKERS
TED WITH THE BICYCLE AS TRANSPORTATION 4HIS USERS WHO CAN DEVELOP PROPOSALS AND ORGANI
MAKERS WHETHER ON A NATIONAL OR REGIONAL LEVEL FROM VARIOUS GOVERNMENTAL INSTITUTIONS TO REACH
IS COMPLEMENTED BY PERSUASIVE ACTIVITIES ZE EVENTS IN THEIR CITIES TO PROMOTE BICYCLING WHEN REQUIRED AS WELL AS LOCAL AND GAIN THEIR AN AGREEMENT ON STEPS FORWARD AND IDENTIFYING
MAINLY EMOTIONAL SO THAT PEOPLE META
APPROVAL AND WILLINGNESS FOR CYCLING A SPECI½C A COMMON AGENDA TO PROMOTE CYCLING (OWEVER
PHORICALLY ±FALL IN LOVE² WITH THE BIKE RATHER PERSUASION STRATEGY CAN BE GENERATED IN A VERY IT IS ESSENTIAL TO PERSIST IN SEEKING GOVERNMENT
THAN WITH INFORMATIONAL CONTENT OR PURPOSE SIMILAR WAY TO THE ONE PRESENTED BELOW )N THIS CASE SUPPORT IN THESE ACTIVITIES 3OME GROUPS THAT
4HE AFFECTIVE COMPONENT CAN BE PRESENTED IN IT WOULD MAINLY INVOLVE INFORMATION MEETINGS AND PROMOTE CYCLING PREFER TO ACT AS AN ±OPPOSITION²
ADVERTISEMENTS THROUGH STREET PERFORMAN
2EVISION OF PUBLIC POLICIES PRESENTATIONS ON THE SPECI½C BENE½TS OF A POLICY TO GOVERNMENT ACTION SPEAKING THROUGH PROTESTS
CES FESTIVALS OR OTHER ACTIVITIES WHICH DO OR PERSUASION OF KEY ACTORS SHIFT TOWARDS THE BICYCLE AND PUBLIC TRANSPORT OR OTHER ACTIVITIES OF PUBLIC COMPLAINTS 4HESE
NOT NECESSARILY INVOLVE CITIZENS 3PECI½CALLY FOR THE GROUP OF DECISION MAKERS IT DEMONSTRATIONS THOUGH PROBABLY USEFUL TO HIGH
IS NECESSARY TO TAKE INTO ACCOUNT THE MANY ISSUES LIGHT THE NEEDS OF A CITY AND ACHIEVE SOME LEVEL
!N IMPORTANT STARTING CONDITION TO GIVE A ½RM THEY ARE CONCERNED ABOUT IN A CITY SO AS TO NOT OF PRESENCE WITHIN THE MEDIA REQUIRE A BROADER
2ATIONAL 4HIS INCLUDES STRATEGIES THAT FO
BASIS FOR A PROMOTION STRATEGY IS THE EXISTENCE OF EXPECT LARGE AMOUNTS OF AVAILABLE TIME FOR LONG DIALOGUE WITH THE GOVERNMENT TO ACHIEVE LONG
CUS ON THE USE OF RATIONAL ARGUMENTS TECH
SERIOUS PUBLIC POLICIES THAT PROMOTE CYCLING OF
MEETINGS WITH MINUTE DETAILS ABOUT THE BENE½TS TERM CHANGES
NICAL STATISTICAL AND NUMERICAL IN NATURE )T FERING SEVERAL BENE½TS FOR ITS PROMOTION NAMELY OF CYCLING IMPACTS AND NEXT STEPS TO FOLLOW !
INCLUDES PRESENTING OBJECTIVE INFORMATION ON SIMPLE WAY TO MAKE A DIFFERENCE WITH REGARDS TO /NCE THERE IS A STRATEGY FOR APPROACHING DECI
THE BICYCLE FOR TRANSPORTATION AND ITS BENE
4HE PRIORITIZATION OF NON
MOTORIZED DECISION
MAKERS INVOLVES TWO STEPS SION MAKERS AND GAINING THEIR SUPPORT IT IS POS
½TS IN TERMS OF REDUCED USE OF ROAD SPACE MEANS IN LAWS AND TRANSIT RULES WHICH SIBLE TO CONTINUE THE ACTUAL PROMOTION PLAN 4HIS
ZERO POLLUTION WHEN IN MOVEMENT ENERGY PROMOTES A MORE SECURE AND FAVOURABLE !N INITIAL MEETING MINUTES OR LESS TO WILL CONSIST OF ACQUIRING FUNDING FOR THE CAM
EF½CIENCY SHORTER TRAVEL TIMES LOWER COST OF ENVIRONMENT FOR THE USE OF BICYCLES BRIE¾Y PRESENT THE CRITICAL ISSUES OF CITY TRANSPORT PAIGN DE½NING KEY PLAYERS BOTH PASSIVE AND AC
USE AMONG OTHERS 4HESE ARGUMENTS ARE PRE
4HE EXISTENCE OF MUNICIPAL OR STATE THE BICYCLE AS AN OPTION THE SPECI½C IMPACTS TIVE CREATING AN AWARENESS RAISING PLAN FOR THESE
SENTED BY CITIZENS WHO ENJOY HIGH CREDIBILITY BUDGET FOR THE CREATION OF BICYCLE INFRA
AND BENE½TS OF A FAVOURABLE POLICY FOR CYCLING PLAYERS GATHERING THE NECESSARY INFORMATION AND
THROUGH CONFERENCES OR OTHER INFORMATION
STRUCTURE AND IMPLEMENTATION OF A LONG BOTH FOR THE DECISION MAKER AND THE GENERAL GENERATING SPECI½C ACTIVITIES FOR THE PLAN 4HIS
PRINTED OR VERBALLY TERM PROMOTION STRATEGY POPULATION THE ECONOMY OF THE CITY AND SO ON WILL CONTINUE INTO THE DEVELOPMENT OF A PLAN OF
"UILDING A NETWORK OF BICYCLE INFRASTRUC
4HE MAIN PURPOSE OF THIS MEETING IS TO GENERATE ACTION STRATEGY IMPLEMENTATION AND EVALUATION
TURE AS WELL AS THE ADAPTATION OF CITY THE SUPPORT OF ONE OR MORE OF THE DECISION MAKERS OF THEIR EFFECTIVENESS 4HIS PROCESS IS DESCRIBED
STREETS FOR THEIR SAFE USE OF A CITY FOR CREATING AN AGENDA FOR CYCLING IN THE FOLLOWING SECTIONS OF THIS CHAPTER
-OVEMENT 4HIS INCLUDES STRATEGIES TO IN
)N THE LONG TERM A DENSER PLANNING OF
VOLVE CITIZENS AND INITIATE TRAVEL BY BICYCLE MIXED LAND USES WHICH IN TURN PROMOTE /NCE AN INITIAL MEETING HAS BEEN DEVELOPED
THROUGHOUT THE CITY FOR ANY PURPOSE PRE
THE USE OF BICYCLES AS A MEANS OF TRANS
WITH ONE OR MORE DECISION MAKERS NEW MEETINGS 0OSSIBLE ½NANCING SOURCES
FERABLY WITH A TRANSPORT PURPOSE DURING A PORTATION FOR SEVERAL TRIPS WITH ADVISORS ARE PROPOSED TO DETAIL SPECI½C IS
WORKSCHOOL DAY 3UNDAY BICYCLE RIDES ARE SUES AND SUGGEST AN ACTION PLAN TO DETERMINE THE 4HE FUNDING OF A PROMOTION STRATEGY IS A PRIME
ALSO CONSIDERED AS WELL AS FESTIVALS AND STRA
/BVIOUSLY CREATING SUCH POLICIES OR ±PROMOTION² COMPONENTS OF A POLICY TO PROMOTE BICYCLES 4HIS CONCERN TO TAKE INTO ACCOUNT SINCE THE PROJECT´S
TEGIES GEARED AT FUNCTIONAL TRIPS SUCH AS FOR CHANGES IN EXISTING POLICIES IS A CRITICAL STEP ACTION PLAN WOULD INCLUDE COMPONENTS OF POLICY ACHIEVEMENTS DEPEND IN PART ON THE BUDGET AVAIL
TRIPS TO WORK SCHOOL OR ANY OTHER ACTIVITY FOR THE SUSTAINABILITY OF A STRATEGY TO PROMOTE INFRASTRUCTURE AND PROMOTION ABLE TO IMPLEMENT IT 4HOUGH THERE IS OFTEN SIG
THAT INVOLVES PEOPLE BICYCLES IN A CITY (OWEVER MANY CITIES IN ,ATIN NI½CANT SUPPORT FROM BICYCLE ENTHUSIASTS SOME
!MERICA HAVE POLICYMAKERS AND A GENERAL PO
MONEY IS ALWAYS NEEDED TO PROMOTE A PROJECT OF
PULATION WHO PERCEIVE THE BICYCLE AS INEF½CIENT THIS TYPE FOR BOTH MATERIAL RESOURCES AND TO AF
AND ±BACKWARDS² AS A MEANS OF TRANSPORT IN AD
FORD THE ADMINISTRATIVE OR PERMANENT STAFF WORK
22 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 23
ERS 4HEREFORE IT IS NECESSARY TO CONSIDER POSSI
0RIVATE RESOURCES 4HIS IS MAINLY FROM DONATIONS $E½NITION OF THE OBJECTIVE %VENTUALLY ALL THESE OBJECTIVES TEND TO
BLE SOURCES TO OBTAIN ½NANCING OF CITIZENS INTERESTED IN THE TOPIC )N CASES SUCH FOR THE PROMOTION STRATEGY INCREASE BICYCLE USE WITHIN A POPULA
AS THE 5NITED 3TATES SOME NONPRO½T ORGANIZA
TION 9ET IN ORDER TO ACHIEVE THIS GOAL IT
!LTHOUGH SEVERAL POSSIBLE SOURCES ARE AVAILABLE TIONS COLLECT DONATIONS FROM MEMBERS INTERESTED /NE ASPECT SELDOM CONSIDERED YET FUNDAMENTAL IS NECESSARY TO ACHIEVE THE PREVIOUS TWO
IN THE CONTEXT OF ,ATIN !MERICA THERE ARE THREE IN PROMOTING THE ACTIONS OF THAT ORGANIZATION FOR DEVELOPING A PROMOTION STRATEGY IS THE DE½
IN ADDITION TO ENABLING POLICIES AND
MAIN HEADINGS THAT CAN BE CONSIDERED LOCAL $ONORS IN TURN GET DISCOUNTS WHEN PAYING TAXES NITION OF THE OBJECTIVES OF THAT STRATEGY .OT ALL ADEQUATE INFRASTRUCTURE FOR CYCLING )N
RESOURCES MUNICIPAL OR STATE INTERNATIONAL /NE OF THESE ORGANIZATIONS LIKE 7ORLD 7IDE &UND STRATEGIES HAVE THE SAME OBJECTIVES AND ACCORD
GENERAL THIS IS THE OBJECTIVE PURSUED BY
½NANCING AND PRIVATE RESOURCES CIVIL SOCIETY AND 'REENPEACE COVERS ALL ITS EXPENSES THROUGH ING TO THE PARTICULAR SITUATION OF A CITY SOME TO
MEDIUM AND LONG
TERM STRATEGIES WITH
/F THESE THE ½RST TWO ARE MOST APPLICABLE FOR THE DONATIONS FROM INDIVIDUALS AND NON
GOVERNMEN
PICS NEED TO BE WORKED ON MORE THAN OTHERS
THE RESOURCES AND SUF½CIENT PERSONNEL TO
DEVELOPMENT OF LARGE
SCALE STRATEGIES TAL OR INTERNATIONAL FUNDS (OWEVER THIS TYPE OF DEPENDING ON THE NATURE OF THE TARGETS THAT HAVE ACHIEVE A LASTING EFFECT
½NANCING THOUGH VERY EFFECTIVE IN DEVELOPED BEEN DE½NED 3OME POSSIBLE OBJECTIVES OF AN AD
COUNTRIES IS NOT AS EFFECTIVE IN ,ATIN !MERICAN VOCACY STRATEGY ARE 3USTAIN BICYCLE USE 4HIS OBJECTIVE RELATES
,OCAL RESOURCES 4HIS IS THE MONEY SPENT BY NATIONS 4HIS IS DUE TO THE LOWER INCOME OF PEO
TO SUSTAINING THE USE OF BICYCLES IN A
LOCAL GOVERNMENT CITY COUNTRY FOR THE PROMO
PLE IN DEVELOPING COUNTRIES AND LACK OF APPROPRI
#HANGE THE ATTITUDE OF SECTORS OF THE CITY OVER TIME 4HIS IS AS IMPORTANT FOR
TION OF BICYCLES )N THE CITIES OF ,ATIN !MERICA IT ATE INCENTIVES IN TAX DEDUCTIONS FROM THE GOVERN
POPULATION 4HIS REFERS TO THE ATTITUDE CITIES WITH SIGNI½CANT USE OF BICYCLES AS
IS VERY LIKELY THAT THIS BUDGET LINE DOES NOT EX
MENT A DONATION CULTURE DOES NOT EXIST IN THESE CHANGE EXPECTED FROM THE DECISION
IT IS FOR THOSE THAT JUST BEGAN USING IT
IST THEREFORE PERSUASION OF KEY STAKEHOLDERS AS COUNTRIES AS IT DOES IN %UROPE OR !MERICA MAKERS TO PRIORITIZE A TRANSPORT POLICY
WHERE THERE IS ALWAYS THE POSSIBILITY
DESCRIBED IN THE PREVIOUS STEP IS OF GREAT IM
THAT PROMOTES THE USE OF BICYCLES 4HIS ±TO FALL BACK² ON THE USE OF OTHER MODES
PORTANCE )T SHOULD BE NOTED THAT THE RESOURCES 4HEREFORE THIS THIRD TYPE OF ½NANCING CAN BE CON
CHANGE IS EXPECTED IN OTHER KEY SECTORS -OREOVER JUST AS THE AUTOMOTIVE INDUSTRY
NEEDED FOR A STRATEGY TO PROMOTE BICYCLES ARE NOT SIDERED AN ADDITIONAL SOURCE FOR A PROMOTIONAL OF THE POPULATION SUCH AS IN THE MEDIA CONTINUALLY STRIVES TO PROMOTE THE SALE
EXCESSIVELY HIGH AMOUNTS )N ADDITION CITIES USU
STRATEGY OR AS A SOURCE OF FUNDING FOR VERY SPECI
OR AMONG THE ACADEMIA 4HIS IS A DESI
AND USE OF CARS SO MUST CONTINUOUS
ALLY HAVE SPECI½C AREAS FOR CARRYING OUT ACTIVITIES ½C ACTIVITIES WHILE FOR FUNDING A COMPREHENSIVE RABLE OBJECTIVE IN CITIES WITH NO POLITI
EFFORTS TO PROMOTE CYCLING IN CITIES OF
RELATED TO THE ENHANCEMENT OF THE ENVIRONMENT STRATEGY FOR PROMOTION THE ½RST TWO MECHANISMS CAL SUPPORT FOR THESE INITIATIVES WHERE ,ATIN !MERICA BE MADE
AND PUBLIC HEALTH WHICH CAN EASILY BE ADAPTED TO ARE MORE REALISTIC THE BICYCLE IS NOT CONSIDERED A MODE OF
CONSIDER A SMALL BICYCLE PROMOTION COMPONENT TRANSPORT AND ITS ACHIEVEMENT COULD BE /NCE THE TARGET OR DIFFERENT OBJECTIVES OF A BI
4HESE ITEMS MAY RESPOND TO FUNDING ON BOTH A ! CASE OF INTERNATIONAL ½NANCE IS THE PROJECT OF THE ½RST MAJOR STEP OF A STRATEGY CYCLE PROMOTION STRATEGY HAS BEEN SET ONE CAN
NATIONAL AND LOCAL LEVEL 0ROMOTING 3USTAINABLE 4RANSPORT BEING IMPLE
BEGIN TO WORK ON SPECI½C ASPECTS OF IT THE TARGET
MENTED IN #ONCEPCION #HILE TO ENCOURAGE THE #HANGE THE ATTITUDE OF USERS IN OTHER POPULATION ACTIVITIES AND ACTION PLAN
&INALLY RESOURCES FOR TRANSPORT PROJECTS ARE GE
MASSIVE USE OF BICYCLES 4HIS WAS CARRIED OUT WAYS )N SOME CITIES THERE ARE POLICIES TO
NERALLY CONNECTED WITH INFRASTRUCTURE BUT IT IS WITH FUNDING FROM THE 'LOBAL %NVIRONMENT &UND PRIORITIZE NON
MOTORIZED TRANSPORT BUT )N THE CASE OF #ONCEPCION #HILE THE PROJECT TO
NE
CESSARY TO INCLUDE ACTIVITIES TO PROMOTE '%& AND CO
½NANCING FROM THE 'OVERNMENT OF THERE IS STILL A LACK OF AWARENESS ON THE PROMOTE CYCLING CONSIDERED THE FOLLOWING KEY
CYCLING IN THIS BUDGET AS PART OF THE WORK TO BE #HILE 4HE ½RST PROVIDED FUNDS FOR CARRYING OUT PART OF THE USERS OF MOTORIZED TRANSPORT OBJECTIVES FOR ITS STRATEGY
DONE FOR THE PROPER FUNCTIONING OF THE INFRA
DIAGNOSTIC STUDIES OF THE CURRENT SITUATION TO MAINLY CAR DRIVERS PUBLIC TRANSPORT AND
STRUCTURE PROJECT DE½NE THE STRATEGY AND EVALUATION AND PROMO
OTHER MODES 4HE IDEA IS THAT DRIVERS #ONTRIBUTE TO THE CONSOLIDATION OF THE
TION PLAN FOR IMPLEMENTING IT WHILE THE LATTER EVEN IF THEY ARE NOT BICYCLE
USERS SHOULD BICYCLE AS A POPULAR MODE OF TRANSPORT IN
)NTERNATIONAL FUNDING 4HERE ARE SEVERAL IN
½NANCED THE INFRASTRUCTURE NECESSARY TO INVOLVE RESPECT BICYCLES AND AS SUCH HELP TO #ONCEPCION
TERNATIONAL FUNDING OPPORTUNITIES FOR BICYCLE SEVERAL LOCALITIES OR CITIES IN THE METROPOLITAN TRANSFORM THE ROAD ENVIRONMENT INTO A
PROMOTION !MONG THEM THERE ARE INTERNATIONAL AREA OF #ONCEPCIvN THROUGH THE DEVELOPMENT OF MORE FAVOURABLE ONE FOR RIDING A BIKE 0OSITION THE BICYCLE AS A NEW URBAN
COOPERATION ORGANIZATIONS THE %UROPEAN 5NION THE DESIGN PROJECT AND THE SUBSEQUENT CONSTRUC
TREND ASSOCIATED BY USERS WITH PRACTICAL
AND MULTILATERAL BANKS AND FOUNDATIONS INTE
TION OF KM OF CYCLE ROUTES )NCREASE CYCLING 4HIS COULD BE CONSI
BENE½TS )T CAN BE SEEN AS A FORM OF MO
RESTED IN IMPROVING THE ENVIRONMENT HEALTH OR DERED THE ±ULTIMATE AIM² OF A STRATEGY OR DERN AND TRANSVERSAL CULTURE AS THE BIKE
TRANSPORT SET OF STRATEGIES TO PROMOTE BICYCLE USE PROVIDES AN INTEGRATING VISION OF PUBLIC
24 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 25
SPACES AND HELPS TO GENERATE AN IMAGE "OTH TYPES ARE EQUALLY IMPORTANT BECAUSE AL
MEDIA AS A TRANSPORT VEHICLE ESPECIALLY IT NOT ONLY PROVIDES SUBSTANTIAL ASSISTANCE
OF A FRIENDLY CITY WITH A HIGHER QUALITY OF THOUGH THE AIM OF THE STRATEGY IS TO INCREASE CY
IN ,ATIN !MERICA WHERE IT IS SEEN AS RE
TO WORK BUT IT LEGITIMIZES A STRATEGY AND
LIFE CLING TRIPS IN ADDITION TO OTHER SPECI½C OBJEC
CREATIONAL OR FOR LOW
INCOME POPULATION ENABLES THEIR LONGEVITY AND PERMANENCE
TIVES ANOTHER AIM IS TO CREATE AN APT ENVIRONMENT 4HIS GROUP REQUIRES THE INVOLVEMENT OF
$ISSEMINATE CYCLE PATH CIRCUITS CYCLE FOR PEOPLE TO TRAVEL BY BICYCLE 4HE ½RST IS ACCOM
AN ACTOR TO PROMOTE CYCLING AND ASSIST IN 5SERS OF MEANS OF TRANSPORT )N REALITY THIS
ROUTES IN THE CITY PLISHED BY THE GROUP OF PEOPLE THAT CHANGE THEIR REDIRECTING ITS IMAGE TO ONE THAT INCLUDES GROUP INTEGRATES THE ENTIRE POPULATION
BEHAVIOUR WHEREAS THE SECOND IS TO BE ACHIEVED NOT ONLY THE RECREATIONAL OR SPORTS BUT (OWEVER IT IS IMPORTANT TO HIGHLIGHT THAT
)NCORPORATE MORE CYCLISTS IN CITIES -ORE WITH THOSE WHO MUST BE PERSUADED TO CHANGE ALSO ITS USEFULNESS AS A MEANS OF VALID AND EVERY PERSON USES A TRANSPORT MODE AND
PEOPLE SEEKING SAFE EXPERIENCES WHEN THEIR ATTITUDE !S PREVIOUSLY MENTIONED ONE SPE
EF½CIENT TRANSPORTATION THAT THE CHOICE IS NOT ALWAYS ACTUALLY
RIDING A BICYCLE WILL HELP TO MOVE FOR
CI½C STRATEGY CAN BE VERY DIFFERENT FROM ANOTHER ALMOST NEVER A FREE CHOICE BUT RATHER
WARD THE VALIDATION OF IT AS A MODE AND SO THERE IS NO SUGGESTION HERE THAT ALL GROUPS #OMMERCIAL SECTOR ! GROUP THAT CAN BE ONE THAT IS FORCED DUE TO ECONOMIC
DISMOUNT THE IMAGE OF THE BICYCLE AS A MUST BE CONSIDERED FOR ALL PROMOTION STRATEGIES CONSIDERED AN ALLY IN THE PROMOTION OF CONDITIONS 4HAT IS THOSE WHO USE PUBLIC
VEHICLE EXCLUSIVELY FOR SPORTS AND MOBILI
2ATHER IT WILL BE IDEAL TO DEVELOP A PROMOTIONAL CYCLING IS THE BUSINESS SECTOR RELATED TO TRANSPORT DON´T DO IT BECAUSE IT MAY SEEM
ZING POOR PEOPLE STRATEGY KNOWN BY THE PUBLIC BEFORE MAKING THE THE SALE OF THIS VEHICLE #LEARLY THE BIG
AS A SUSTAINABLE TRANSPORT MODE BUT AC
DECISION ON WHICH GROUPS SHOULD WORK BASED ON GEST BENE½T FOR THIS SECTOR IS A PROMO
TUALLY BECAUSE THEY DO NOT HAVE ENOUGH
'ET AN INCREASED NUMBER OF BETTER THE EXTENSION OF THE PROJECT TIME BUDGET AND TION STRATEGY AND THEREFORE IT SHOULD BE MONEY TO USE A CAR THUS USERS OF THE
CYCLISTS CREATE SAFE PATHWAYS DESIGNATED OTHER RESOURCES (ERE ARE SOME OF THE KEY GROUPS ADDRESSED IN THE DEVELOPMENT OF ACTIVI
BICYCLE ARE IN MANY CASES THOSE WITHOUT
FOR THIS URBAN LIFESTYLE AND ENCOURAGE WHICH COULD BOTH CHANGE THEIR ATTITUDE AND BE TIES WITHIN THE STRATEGY %VENTUALLY OTHER ENOUGH MONEY TO PAY A TICKET FOR PUBLIC
CONSTANT PRACTICE
WHICH HAS OBVIOUS ENCOURAGED TO USE THE BIKE COMMERCIAL SUB
SECTORS WOULD ALSO BE TRANSPORT MUCH LESS TO BUY AND USE A CAR
BENE½TS IN SOCIAL ENVIRONMENTAL AND INTERESTED IN COLLABORATING WITH THE STRA
4HE USERS OF MOTORCYCLES AND AUTOMO
ECONOMIC HEALTH TERMS 0UBLIC SECTOR )T REFERS TO BOTH DECISION TEGY PARTICULARLY THOSE RELATED TO ENERGY BILES ARE LIKELY TO HAVE CHOSEN THEIR MODE
MAKERS AND TECHNICAL STAFF OR AUTHORITIES DRINKS LIFE INSURANCE COMPANIES ETC OF TRANSPORT SO THEY ARE ENVIED BY THE
)DENTI½CATION AND FROM DIFFERENT SECTORS LIKE HEALTH ENVI
REST OF THE POPULATION -OST IMPORTANTLY
CONSULTATION OF STAKEHOLDERS RONMENT PLANNING OR SAFETY THIS DOCU
!CADEMIA 5NIVERSITIES AND OTHER ACADE
IN THIS FEATURE ABOUT THE USE OF MODES OF
MENT PRESENTS AN OVERVIEW OF DECISION MIC AND RESEARCH INSTITUTIONS ARE NORMAL
TRANSPORT LIES ONE OF THE GREATEST CHAL
"EFORE DESIGNING THE COMPONENTS OR ACTIVITIES MAKERS AND HOW TO WORK WITH THEM )T LY ALLIES OF CYCLING BECAUSE THEY CLEARLY LENGES OF PROMOTING CYCLING PRESENTING
OF A PROMOTION STRATEGY IT IS NECESSARY TO DE½NE SHOULD ALSO ADDRESS MEMBERS OF ALL THE UNDERSTAND THE ENVIRONMENTAL SOCIAL THIS VEHICLE AS AN ALTERNATIVE NOT AS AN
THE POSSIBLE TARGET POPULATION AND EXPLORE THEIR DIFFERENT PUBLIC INSTITUTIONS INCORPORA
ECONOMIC AND URBAN DEVELOPMENT POTEN
IMPOSITION ON THE CIRCUMSTANCES 4O BE
VIEWS ON BICYCLES AND THEIR USE AS A MEANS OF TING DIFFERENT LEVELS OF PLANNING OR INFRA
TIAL IN A CITY WITH A GREATER USE OF BICYCLES SUCCESSFUL A STRATEGY SHOULD CONSIDER
TRANSPORT STRUCTURE DESIGN 4HIS POPULATION GROUP THIS PARTICULARITY
IS CONSIDERED PRIMARILY FOR CHANGING #IVIL 3OCIETY #IVIL 3OCIETY INCLUDES SEVERAL
THEIR ATTITUDE TOWARDS THE USE OF BICY
TYPES OF PEOPLE AND ORGANIZATIONS 4HIS 5SERS OF THE BICYCLE 4HERE IS A GROUP OF
'ROUPS IN THE POPULATION CLES FOR TRANSPORTATION AND TO SEEK THEIR GROUP MAY INCLUDE THE GENERAL PUBLIC BICYCLE USERS WHOM ARE FULLY CONVINCED OF
4HEY MAY BE DIVIDED INTO TWO TYPES DEPENDING SUPPORT AND DETERMINATION TO CHANGE BUT ALSO COMMUNITY
BASED ORGANIZA
ITS MANY PERSONAL AND SOCIETAL BENE½TS
ON WHAT ONE EXPECTS TO ACCOMPLISH WITH THEM THE TRANSPORT POLICY AS STATED IN THE ½RST TIONS .'/S AND OTHER ORGANIZED GROUPS 4HIS GROUP IS SIMILAR TO A CIVIL SOCIETY OR
4HE ½RST IS THE GROUP OF PEOPLE WHO ONE WOULD SECTION OF THIS CHAPTER OF CIVIL SOCIETY WITH A SPECI½C INTEREST GANIZATION AND TOGETHER THEY CONSTITUTE
WANT TO PERSUADE TO CHANGE THEIR VIEWS ON THE BI
4YPICALLY THESE GROUPS ARE ±ALLIES² OF THE AN OVERWHELMING SUPPORT IN THE STRATEGY
CYCLE BUT NOT THEIR BEHAVIOUR REGARDING THE USE -EDIA 4HE DIFFERENT MEDIA OUTLETS ARE TO WORK ON THE PROMOTION OF CYCLING AND (OWEVER THIS POPULATION IS PARTICU
OF IT 4HE SECOND GROUP IS THOSE WHOSE BEHAVIOUR SOME EXTENT RESPONSIBLE FOR PUBLIC SHOULD BE CONSTANTLY INFORMED ABOUT THE LARLY INTERESTED AS A STRATEGY TO PROMOTE
CHANGES AS A RESULT OF STRATEGY ACTIVITIES IE THOSE OPINION ON VARIOUS ISSUES OF WHICH ACTIVITIES PLANNED AROUND A STRATEGY AND CYCLING AND PARTICULARLY A FAVOURABLE
WHO BEGIN TO USE THE BICYCLE MORE OFTEN TRANSPORT IS ONE OF THE MOST PREVALENT INCLUDED IN ALL THE POSSIBLE STAGES 4HEIR POLICY CHANGE FOR THE BICYCLE BENE½TS
4HE BICYCLE IS NOT NORMALLY VIEWED BY THE ROLE WITHIN A STRATEGY IS CRITICAL BECAUSE THEM DIRECTLY 4HIS MAKES IT A FUNDAMEN
26 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 27
TAL AND HIGHLY INTERESTED GROUP IN THE INSTITUTIONS RELATED TO HEALTHY LIVING RECREATION WITH GREATER EMPHASIS WITH REGARDS TO THE DEVE
PROCESS AND ENVIRONMENTAL PROTECTION SUCH AS THE .A
LOPMENT OF PROMOTION ACTIVITIES )T IS ESSENTIAL TO
TIONAL #OMMISSION FOR %NVIRONMENT AND #HILE KNOW THE BENE½TS AND THE SPECI½C BARRIERS THAT
$RIVERS OF MOTORIZED TRANSPORT MODES $EPORTES WERE CONSIDERED -OREOVER IN SUPPORT
ARE PERCEIVED REGARDING THE USE OF BICYCLES FOR
'ROUPS SUCH AS DRIVERS OF PUBLIC TRANS
ING THE OBJECTIVE OF INTEGRATING CYCLING INTO THE TRANSPORTATION IN THE CITY AS WELL AS RECOMMEN
PORT AND CAR OR TRUCK AND OTHER MOTOR CITY WORK WITH THE #OMPANY OF THE 3TATE 2AILWAYS DED ACTIONS AND THEIR PERCEPTION OF THE BICYCLE
VEHICLES MAY NEVER USE THE BICYCLE AS %&% AND WITH PUBLIC TRANSPORT OPERATORS WAS AS A FUNCTIONAL MODE AS RELATED TO OTHER MODES
TRANSPORTATION 2EGARDLESS IT IS ESSEN
NECESSARY OF TRANSPORT SUCH AS THE AUTOMOBILE AND PUBLIC
TIAL TO KNOW THIS POPULATION AND TAKE TRANSPORTATION
THEM INTO ACCOUNT SINCE AS DESCRIBED 7ITH THE PRIVATE AGENCIES THE 5NIVERSITIES )N
ABOVE THEY ARE THE ONES WHO WILL EITHER STITUTES AND 4ECHNICAL 4RAINING #ENTRES IN THE !S PART OF THE ±0ROMOTING 3USTAINABLE 4RANSPORT
FACILITATE OR HAMPER INTERACTION ON THE CITY OF #ONCEPCION 3AFETY AND 0REVENTION !SSO
IN ,ATIN !MERICA #ONCEPCIvN #HILE² STUDY THE
ROAD WITH BICYCLE USERS DEPENDING ON CIATIONS MEDIA AND COMPANIES RELATED TO THE USE &IGURE 4HE FORMATION OF A CITIZEN ORGANIZATION PROMOTING THE PROJ
TECHNIQUE OF FOCUS GROUPS WAS APPLIED TO COLLECT
WHETHER OR NOT THEY RESPECT THEM ON THE ANDOR PROMOTION OF CYCLING WERE INCLUDED ECT ENABLED CYCLING IN #ONCEPCIvN #HILE 3OURCE 3/,54)6! #ONSUL
DATA IN ORDER TO IDENTIFY KEY STRENGTHS AND LIMI
STREET TORES TATIONS OF USING THE BICYCLE RIDERS AS PERCEIVED
2EGARDING CIVIL SOCIETY TWO TARGET AUDIENCES WERE BY BOTH PUBLIC TRANSPORT USERS AND MOTORISTS TO
"USINESSES EDUCATIONAL INSTITUTIONS #OM
IDENTI½ED IN THE PROMOTION STRATEGY ½RST THE KNOW THE SUGGESTIONS OF CYCLISTS PUBLIC TRANSPORT
PANIES AND UNIVERSITIES OR COLLEGES ARE INHABITANTS OF 'REATER #ONCEPCIvN THAT CON
&OCUS GROUPS 4HIS IS A TOOL FOR RAPID USERS AND MOTORISTS TO PROMOTE CYCLING TO IDEN
POTENTIAL ALLIES OF THE STRATEGY TO PROMOTE SISTED OF POTENTIAL BICYCLE USERS WHICH INTEN
ANALYSIS OF POPULATION GROUPS )T CONSISTS TIFY THE USES COMMONLY ATTRIBUTED TO THE BICYCLE
BICYCLES AS THEY CAN CREATE INCENTIVES DED TO INCREASE THE INVOLVEMENT IN ITS INITIATIVE OF GROUPS OF TO PEOPLE THAT DEAL WITH TO CHARACTERIZE THE TYPICAL USER OF THE BICYCLE IN
FOR THEIR EMPLOYEESSTUDENTS TO RIDE THROUGH TARGETED OR MASS ACTIVITIES THE SECOND SPECI½C ISSUES 4HEY ARE USEFUL IN GETTING ORDER TO IDENTIFY POSSIBLE BIAS OR SOCIAL STIGMA
THEIR BICYCLES TO THEIR PLACE OF WORK WAS PREEXISTING CYCLISTS FOR WHICH JOINT ACTIVITIES TO KNOW QUALITATIVELY THE PERCEPTION AND TO KNOW THE PERCEPTIONS OF CYCLISTS AND NON
STUDY #OMPANIES COULD GIVE A DAY OFF PER WERE DEVELOPED 4HE PURPOSE OF WORKING WITH AND MEANING OF DIFFERENT PEOPLE ABOUT CYCLISTS WITH REGARDS TO THE USE OF THE HELMET
MONTH TO EMPLOYEES WHO HAVE USED THE BOTH GROUPS WAS TO OBTAIN THE PROJECTION ON THE A SPECI½C TOPIC
IN THIS CASE TRANSPORT
BIKE EVERY DAY OF THE PREVIOUS MONTH OR TIME OF THE PROMOTION PROGRAM AND EXPRESSING CYCLING BARRIERS OF USE PRO½T ETC $ISCUSSION FOCUS GROUPS WERE CREATED WITH THE
EVEN GIVE THEM A ½NANCIAL BONUS IN LIEU THE INTERESTS OF STAKEHOLDERS THROUGH THE CREA
)NDIVIDUAL INTERVIEWS +EY INFORMANTS CAN UNDERSTANDING THAT QUALITATIVE DATA COLLECTION
OF THEIR TRAVEL COSTS IF THEY ARE COVERED TION OF AN ORGANIZATION THAT PROMOTES CYCLING IN BE TAKEN PERSONS OF GREAT IMPORTANCE STRENGTHENS GATHERED INFORMATION AND IS SOME
BY THE COMPANY #ONCEPCION AND KNOWLEDGE ON A SUBJECT TO GET THEIR TIMES ACHIEVABLE ONLY THROUGH WORK WITH GROUPS
OPINION ABOUT THE BICYCLE AS A TRANSPORT )N PARTICULAR THE DATA CONCERNING OPINIONS IS
)N THE STRATEGY TO PROMOTE CYCLING IN #ONCEP
MODE ENRICHED THROUGH GROUP INTERACTION AS INDIVIDU
CION THE FOCUS GROUPS WERE DIVIDED INTO POLITICAL #ONSULTING GROUPS IN THE POPULATION 0OLLS 4HIS IS A QUANTITATIVE TOOL BUT ITS AL PARTICIPATION CAN BE INVIGORATED BY THE PRE
PUBLIC AUTHORITIES PRIVATE AGENCIES AND COM
4HE CATEGORIZATION MADE ABOVE DOES NOT ATTEMPT APPLICATION IN THE PUBLIC ALLOWS A GLIMPSE SENCE OF THE GROUP
MUNITY TO BE ALL
INCLUSIVE BUT RATHER INDICATIVE OF THE OF THE GENERAL OPINION ON SPECI½C TOPICS
WAYS TO DIVIDE THE POPULATION INTO GROUPS )T IS OF THE BICYCLE USE AND ITS PROMOTION 7ITHIN THE STUDY THERE WERE THREE FOCUS GROUPS
7ITH POLITICAL AND PUBLIC AUTHORITIES THE RE
FURTHER UNDERSTOOD THAT A PERSON OR INSTITUTION CONSIDERING THREE TARGET AUDIENCES MOTORISTS
GIONAL MINISTRIES OF AREAS RELATED TO DEVELOP
CAN BE LOCATED WITHIN MORE THAN ONE GROUP #ONSULTING THE POPULATION SHOULD PRODUCE A TRANSIT RIDERS AND BICYCLE USERS 4HE ACTIVITY LAS
MENT OF CITIES SUCH AS 4RANSPORTATION (OUSING 4HE IMPORTANCE OF THIS CATEGORIZATION IS THAT KIND OF X
RAY OF THE VARIOUS GROUPS THAT IT´S COM
TED APPROXIMATELY ONE HOUR FOR EACH GROUP AND
AND 5RBAN $EVELOPMENT 0UBLIC 7ORKS (EALTH IT MAY DEVELOP CONSULTATION ACTIVITIES FOR DIFFE
POSED OF AND THEIR OPINIONS REGARDING THE USE A PLEASANT ENVIRONMENT WAS SOUGHT FOR THEIR DE
AND 0LANNING WERE TAKEN INTO ACCOUNT 3IMILARLY RENT GROUPS WHICH MUST BE PERFORMED BY SUBJECT OF BICYCLES AS TRANSPORTATION 4HE RESULTS OF THIS VELOPMENT ALONG WITH A CIRCULAR ARRANGEMENT OF
THE #ARABINEROS NATIONAL POLICE THE REGIONAL SPECIALISTS PSYCHOLOGISTS OR OTHER SOCIAL SCIENCE CONSULTATION SHOULD BE GEARED TOWARDS DEVELO
SEATS TO AVOID MONOPOLIZATION OF THE DISCOURSE
GOVERNMENT AND THE MUNICIPALITIES INVOLVED ARE PROFESSIONALS WITH EXPERIENCE 3OME OF THE TOOLS PING A STRATEGY FOR EACH POPULATION GROUP AND
AN IMPORTANT PART OF PARTICIPATING GROUPS !LSO AVAILABLE FOR THESE ACTIVITIES ARE ALSO TO SELECT THOSE WHICH SHOULD BE ACTED UPON
28 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 29
5PON THE CONCLUSION OF THE SESSIONS EACH GROUP #ONCEPTUAL PROMOTION PLAN -AIN OBJECTIVE )T IS EXTREMELY IMPORTANT TO STATE 4HE NEXT SECTIONS DETAIL THESE COMPONENTS AND
CONVERSATION WAS TRANSCRIBED FOR THE PURPOSE OF WHAT IS TO BE ACHIEVED WITH THE STRATEGY CHANGE THEIR DEVELOPMENT /NCE YOU HAVE DE½NED THE
ENCODING THE DATA AND PERFORMING A QUALITATIVE /NCE YOU HAVE DE½NED THE POPULATION GROUPS AND POINT OF VIEW INCREASED USE OF BICYCLES ETC CONCEPT IT IS VERY IMPORTANT TO TEST A SMALL POPU
ANALYSIS OF THE CONTENT IN THE CATEGORIES THEIR POINTS OF VIEW ARE KNOWN ON THE TOPIC OF THE LATION EG THROUGH FOCUS GROUPS TO KNOW THE
BICYCLE AS A MEANS OF TRANSPORT YOU CAN BEGIN 0OPULATION TO WORK WITH 4HE PRIOR ESTABLISHMENT REACTION THAT PEOPLE WOULD HAVE TO THE CONCEPT
DESIGNING A COMPREHENSIVE STRATEGY OF AWARENESS OF THE GROUPS WITH WHOM ONE WILL WORK TO ACHIEVE JUST AS IT WAS DESIGNED 4HIS ENABLES THE RE½NE
#OLLECTING INFORMATION IN THE ½ELD AND BEHAVIOUR CHANGE 4HE ½RST ASPECT TO DETER
THE OBJECTIVE OF A STRATEGY IS OF GREAT IMPORTANCE MENT OF THE CONCEPT TO BE GIVEN LATER TO THE EN
MINE IS THE CONCEPT OF A PROMOTION PLAN IE THE EG POLICYMAKERS BUS DRIVERS STUDENTS TIRE POPULATION
!LTHOUGH IT IS THE RESPONSIBILITY OF AN ENGINEE
MAIN MESSAGE TO BE PROMOTED AND ITS CHARACTER
RING TEAM RATHER THAN A COMMUNICATIONS AND ISTICS 4HIS CONCEPT WILL BE DE½NED FROM TWO MAIN -AIN BARRIERS ENCOUNTERED )T IS IMPORTANT TO REC
)N #ONCEPCION THE PROJECT´S OVERALL OBJECTIVE
MARKETING TEAM IT IS USEFUL TO DESCRIBE THE NEE
SOURCES THE KNOWLEDGE OF OTHER EXPERIENCES AND OGNIZE THE BARRIERS IDENTI½ED IN THE VARIOUS CON
WAS TO BUILD THE BICYCLE AS A NEW URBAN TREND AS
DED INFORMATION TO BE CONSIDERED IN THE ±TERRITO
TO A GREATER EXTENT THE ARGUMENTS AND OPINIONS SULTATIONS OF THE POPULATION EG THE BICYCLE SEEN SOCIATED WITH PRACTICAL BENE½TS AND AS A FORM OF
RY² WHERE WORK WILL TAKE PLACE 4HE PHYSICAL CHAR
PROVIDED BY INTERVIEWEES AND RESPONDENTS OF DIF
AS A MEANS OF RECREATION CYCLING SLOWLY SEEN AS CULTURE THAT IS BOTH RESPONSIBLE AND SAFE
ACTERISTICS OF THE TERRITORY AND THE CHARACTERIS
FERENT POPULATION GROUPS A MEANS OF TRANSPORTATION INABILITY TO SOLVE THE
TICS OF ITS INHABITANTS ARE GROUNDS FOR FURTHER PROBLEM OF CONGESTION
DE½NING AND IMPLEMENTING A SUCCESSFUL STRATEGY 4HE ROLE OF THE CONCEPT OF THE STRATEGY WILL BE 4OOLS FOR THE PROMOTION STRATEGY
)N THE CASE OF #ONCEPCION IT WAS DEEMED APPRO
TO DIRECT THE ACTIVITIES OF THE PROMOTIONAL CAM
-AIN BENE½TS FOUND )T IS ALSO VITAL TO ESTABLISH
PRIATE TO COLLECT INFORMATION ON THE BACKGROUND PAIGN SO IT MUST BE HIGHLY PERSUASIVE 4HE CON
THE VARIOUS BENE½TS THAT PARTICIPANTS IN CONSUL
/NCE THERE IS A CLEAR UNDERSTANDING OF THE CON
½ELD ASSOCIATED WITH CLIMATIC GEOGRAPHIC ENVI
CEPT COULD BE DE½NED AS A SERIES OF STATEMENTS TATIONS DETERMINED AS RELEVANT EG THE BICYCLE AS CEPT OF THE PROMOTION STRATEGY IT IS USEFUL TO
RONMENTAL URBAN ROADS AND CITY REGULATIONS AS THAT PRESENT THE MAIN FEATURES OF THE IMAGE OF A HEALTHY MEANS OF TRANSPORT AND ECONOMICALLY REVIEW THE VARIOUS TOOLS AVAILABLE FOR DEPLOY
WELL AS DEMOGRAPHIC BACKGROUND AND INFORMA
CYCLING AND OBJECTIVES OF THE STRATEGY )TS KEY FAVOURABLE FOR THE ENVIRONMENT ETC MENT 4HESE ARE OF DIFFERENT NATURE AND EACH HAS
TION ON TRAVEL BEHAVIOUR OF THE POPULATION COMPONENTS ARE STRENGTHS DEPENDING ON THE TYPE OF ACTIVITY TO
-AIN ARGUMENTS OF THE STRATEGY )T IS NECESSARY TO BE USED &OLLOWING IS A DESCRIPTION OF THE VARIOUS
CLEARLY IDENTIFY THE MAIN ARGUMENTS THAT THE TOOLS AVAILABLE FOR A STRATEGY
&IGURE 4HE GRAPH SHOWS BY WAY OF EXAMPLE THE DE½NITION OF TARGET GROUPS OF A STRATEGY STRATEGY WILL TRANSMIT 4HEY MUST RESPOND TO THE
3OURCE 3/,54)6! #ONSULTORES BARRIERS AND BENE½TS ADVERTED BY PARTICIPANTS
OF THE CONSULTATIONS EG CYCLING AS A MEANS OF )NFORMATION
TRANSPORT NOT JUST RECREATION BICYCLE AS AN EF½
4HE ½RST TYPE OF TOOL THAT CAN BE USED IN A PRO
CIENT MEANS OF TRANSPORT CYCLING AS A FAST MEANS MOTION STRATEGY IS INFORMATION 4HIS TOOL REFERS
Material according to public OF TRANSPORT THE BICYCLE AS A HEALTHY MEANS LO
TO THE DISCLOSURE OF SPECI½C INFORMATION LIKE
Political authorities - government
Private businesses
WER PUBLIC INVESTMENT
MUNICIPAL OR NATIONAL LEV
STATISTICS ON THE OVERALL TRANSPORT CYCLING AS
Sports, health related businesses
EL AND GREATER IMPACT ON MOBILIZATION TRANSPORT HEALTH BENE½TS ECONOMY OR ENVIRON
To seek support MENT OF CYCLING 4HIS CAN INCLUDE INFORMATION
Groups of bicycle users
Media
4OOLS AND MAINSTREAM MEDIA )T IS ESSENTIAL TO DE
FROM SOURCES THAT ARE LOCAL NATIONAL CONTINENTAL
½NE THE VARIOUS MEANS AND DISCERN WHICH ONE ,ATIN !MERICA OR FROM ELSEWHERE
Information to Police – safety organisms
develop WILL WORK BEST FOR THE STRATEGY INTERNET RADIO
Community centres
COMMUNITY MEETINGS CONFERENCES EVENTS ETC 4HE USEFULNESS OF THE INFORMATION IN A PROMOTION
University students - schools STRATEGY CREATES STRONG FOUNDATIONS TO DELIVER
General public .AME SLOGAN LOGO #OMMUNICATION IS A VITAL COM
THE ARGUMENTS THAT ARE EXPECTED TO CHANGE THE
To seek behaviour Public transport users PONENT TO DE½NING A STRATEGY NAME SLOGAN SHORT ATTITUDE AND EVENTUALLY BEHAVIOUR OF THE TARGET
change
Car users PHRASE DESCRIBING THE INTENT OF THE STRATEGY AND POPULATION 4HE INFORMATION PRESENTED IS THEN
Car users, bus drivers A LOGO TO IDENTIFY ACTIVITIES WITHIN THE STRATEGY A TOOL FOR ARGUING AND ACTING RATIONALLY )N PRAC
30 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 31
TICAL TERMS IT WILL CHANGE A PERSON´S KNOWLEDGE 6ISUAL TOOLS 4HE IMPORTANCE OF THESE VISUAL TOOLS IS THEIR ABIL
EG KNOWING THE BENE½TS OF USING A BICYCLE BUT 4HE SECOND TYPE OF USEFUL TOOLS ARE THE VISUAL ITY TO DEMONSTRATE THE BENE½TS OF USING A BICY
NOT ENOUGH TO CHANGE BEHAVIOUR IE NO ONE WILL ONES WHICH WILL HAVE MORE PERSUASIVE POWER AND CLE OR BUILDING INFRASTRUCTURE FOR IT VIVIDLY AND
START CYCLING WITH JUST KNOWING THAT IT IS GOOD FOR AT THE SAME TIME WILL BE INFORMATIVE 4HESE ARE CONVINCINGLY 4HESE TOOLS ARE PARTICULARLY USEFUL
HEALTH /THER TOOLS ARE REQUIRED FOR THIS WHEN MAKING PRESENTATIONS TO DIFFERENT TARGET
$RAWINGS SKETCHES 3OMETIMES THE AUDIENCES AS PART OF THE CAMPAIGN 3OME KEY
!S WITH OTHER TOOLS THE USE OF INFORMATION FROM PRESENTATION OF DRAWINGS OF A PLAN MOST ASPECTS OF PHOTOGRAPHS AND OTHER RELEVANT INFOR
OTHER PARTS OF THE WORLD OR EVEN IN ,ATIN !ME
COMMONLY WHEN BUILDING NEW INFRASTRUC
MATION TO CONSIDER ARE
RICA WILL NOT GENERATE MUCH IMPACT AS LOCAL IN
TURE FOR BICYCLES GIVES AN INITIAL IDEA OF
FORMATION &OR EXAMPLE THE POPULATION OF #ON
WHAT WILL BE DONE 4HE DRAWINGS HAVE A
CEPCION #HILE WILL NOT REACT WELL WHEN LEARNING MORE ARTISTIC CHARACTER SO THEY ARE MORE
THE BENE½TS OF TRAVEL TIME WHEN USING BICYCLES VALUED BY SOME SECTORS OF SOCIETY
INSTEAD OF CARS IN (OUSTON 53! (OWEVER WHEN
THEY LEARN THE SAME INFORMATION ABOUT #ON
3IMULATIONS 4HREE
DIMENSIONAL SIMULA
&IGURE 4HIS ¾YER WAS USED IN THE WORLD CARFREE DAY TO PRO
CEPCIvN IT WILL GENERATE A MORE LASTING REACTION TIONS ARE USED AS A MORE SOPHISTICATED MOTE CYCLING IN "OGOTA 3OURCE #HAMBER OF #OMMERCE OF "OGOTf
"E THAT AS IT MAY IT IS STILL IMPORTANT TO HAVE AND WAY OF DISPLAYING THE FUTURE STATUS OF AN #OLOMBIA
PRESENT INTERNATIONAL INFORMATION ESPECIALLY AREA USUALLY A BICYCLE INFRASTRUCTURE
WHEN DISPLAYING DATA FROM CITIES WHERE THE BI
4HE ADVANTAGE OF THESE SIMULATIONS IS
CYCLE IS USED TRAVEL TIMES REDUCED EMISSIONS THAT THEY SHOW A PROJECT REALISTICALLY EVEN
4HE SUBJECTS IN THE PHOTOGRAPHS SHOULD
IMPROVED HEALTH WHEN IT IS NONEXISTENT PREFERABLY BE SMILING
#HILDREN CAN BE INCLUDED IN SOME OF THE
4HE INFORMATION GATHERED FREQUENTLY FOR A PRO
0HOTOGRAPHS 0HOTOGRAPHS ARE GENERALLY IMAGES
MOTION STRATEGY IS USED TO SHOW THE USE OF BICYCLES IN POSI
"ICYCLES SHOWN MUST BE CITY TYPE OR SIMI
TIVE CASES LIKE THAT OF COUNTRIES THAT USE LAR NEVER SPORTS MOUNTAIN OR ROAD
3AVINGS ON TRAVEL TIME BY CHANGING THE IT MASSIVELY #HINA .ETHERLANDS $EN
0EOPLE IN THE IMAGES SHOULD WEAR CLOTH
MEANS OF TRANSPORT TO A BICYCLE FOR THIS MARK ETC OR TO HIGHLIGHT THE PROBLEMS ING THAT IS NORMALLY WORN IN DAILY LIFE
ONE MUST ALSO KNOW THE TRAVEL TIME DATA OF INFRASTRUCTURE OR BICYCLE USE CONDI
IN EVERY CITY EVEN IN FORMAL ATTIRE IF THE
BEFORE THE IMPLEMENTATION OF THE STRAT
TIONS IN A CITY IN THE LATTER CASE ONE TARGET AUDIENCE USES THE BICYCLE EVERY
EGY MUST BE CAREFUL 4HE PHOTOGRAPHS SHOULD DAY NEVER IN SPORTS CLOTHES
BE USED CONTINUOUSLY AT ALL STAGES OF A
0EOPLE IN THE IMAGES SHOULD BE CLOSE IN
)MPROVED HEALTH OF THE POPULATION IF THE STRATEGY TO CLEARLY ILLUSTRATE WHAT IS BEING AGE AND OTHER PHYSICAL TRAITS TO THE POPU
BICYCLE IS USED THIS REQUIRES COLLECTION OF PRESENTED LATION THAT IS BEING MOTIVATED TO RIDE A
DATA ON HEALTH AND MORTALITY AND MORBI
BICYCLE
DITY CARDIAC RISK RESPIRATORY PROBLEMS 6IDEOS 6IDEOS ARE USED TO DISPLAY A MORE
4HE ATMOSPHERE OF THE IMAGES SHOULD
ETC OF THE POPULATION VIVID IMAGE OF CYCLING PARTICULARLY WHEN BE SIMILAR OR SAME AS THE CITY WHERE THE
#LIMATIC CONDITIONS EG NUMBER OF DAYS WANTING TO PRESENT THE PARTICULARS ABOUT &IGURE 4HE GRAPH SHOWS THAT CYCLING HAS DECREASED SHARPLY SINCE THE STRATEGY APPLIES UNLESS IT IS AN INTERNA
OF RAIN AND TOPOGRAPHY OF THE CITY WHERE ITS USE IN OTHER CITIES OR REGIONS AROUND NINETEENTH CENTURY WHILE THE CAR HAS INCREASED EXPONENTIALLY SINCE TIONAL OR NEGATIVE EXPERIENCE
THE STRATEGY APPLIES THE WORLD 4HERE ARE VIDEOS SUCH AS THE LATE S
±#YCLING &RIENDLY #ITIES² WHICH PRESENT
CASE STUDIES OF CITIES IN DEVELOPED AND -EDIA AND PRESS TOOL
DEVELOPING COUNTRIES AND INFRASTRUCTURE 4HE COMMUNICATIONS STRATEGY SHOULD INCLUDE
CONSTRUCTION PROJECTS FOR BICYCLES THE MEDIA AS THEY ARE A KEY ALLY OF THE DISSEMI
32 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 33
4HESE STATEMENTS ARE ALSO IDEAL FOR AND NETWORKS² &ACEBOOK -YSPACE 4WITTER
SHOULD BE LOOKED AT BEING INCLUDED IN AND BLOGS WEBLOGS &OR ADVERTISING ITS
FREE PUBLICATION IN THE MEDIA FREE
PRESS MATERIALS AND ACTIVITIES THE PROJECT MUST
ALSO DEVELOP A WEB PAGE THAT CONTAINS
0RESSNEWS CONFERENCE 5SED TO LAUNCH INFORMATION SHOWS PROGRESS DISTRIBUTES
EVENTS OR ACTIVITIES OF THE CAMPAIGN )T IS DOCUMENTS GIVES ACCESS TO VIDEOS AND
ESSENTIAL TO HAVE A CAMPAIGN SPOKESMAN PROVIDES LINKS TO THE SOCIAL PAGES
PRESENTING EACH EVENT AS WELL AS BEING DESCRIBED ABOVE
RESPONSIBLE FOR PRESENTING THE PROGRESS
OF THE PROJECT AND ITS ACTIVITIES .OT MENTIONED IN THE LIST ABOVE IS THE USE OF PAID
ADVERTISING SPACE 7HILE THIS IS OF GREAT IMPOR
%VENTS CONFERENCES )T IS ADVISABLE TO TANCE AND USEFUL IN SENSITIZING THE COMMUNITY
PREPARE EVENTS WITH INTERNATIONAL AND AUTHORITIES AND MEDIA ABOUT THE ACTIVITIES TA
LOCAL SPEAKERS WHO ¯ PARTICULARLY AT THE KING PLACE AROUND THE PROMOTION STRATEGY IT IS
BEGINNING OF THE STRATEGY AND AT CRUCIAL ALSO VERY EXPENSIVE )N THIS REGARD IT IS PREFERABLE
MOMENTS IN ITS IMPLEMENTATION ¯ WILL TO INVEST IN OTHER COMPONENTS OF THE CAMPAIGN
WHICH ARE MORE BENE½CIAL
4HE PRECEDING DESCRIPTION IS A LIST OF SPECI½C
ACTIVITIES TO PROMOTE SUCCESSFUL EXPERIENCES
&IGURE 0UBLICATION OF THE LAUNCH OF THE 0ROGRAM (OWEVER COMMUNICATIONS PROFESSIONALS WILL OF
FOR 0ROMOTION OF CYCLING IN #ONCEPCION #ICLOBqO .O FER MORE IDEAS OF POSSIBLE ACTIVITIES HENCE THE
VEMBER 3OURCE 3/,54)6! #ONSULTORES TAKEN &IGURE 0RESS COVERAGE MADE FOR BICYCLE RIDES IN THE /UTREACH 0RO IMPORTANCE OF AN INTERDISCIPLINARY TEAM IN A PRO
FROM $IARIO #RvNICA OF #ONCEPCIvN #HILE GRAM IN #ONCEPCIvN #HILE 3OURCE 3/,54)6! #ONSULTORES TAKEN MOTIONAL STRATEGY
FROM $IARIO #RvNICA DE #ONCEPCIvN #HILE
NATION PROJECT AND SHOULD BE USED APPROPRIATELY !CTIVITIES IN THE ½ELD
TO IMPLEMENT THE STRATEGY &OR THIS REASON A ME
! KEY COMPONENT TO ENSURING THAT THE TARGET
DIA PLAN MUST BE GENERATED THAT INCLUDES AT THE DISCUSS THE POSSIBILITIES AND SCOPE OF POPULATION OF A PROMOTIONAL CAMPAIGN REALLY
LEAST THE FOLLOWING COMPONENTS BICYCLE USE FOR THAT PARTICULAR CITY 4HESE USES THE BICYCLE AS A MODE OF TRANSPORTATION IS
EVENTS AS WELL AS ENRICHING THE DIALOGUE THE ORGANIZATION OF A CONSIDERABLE AMOUNT OF AC
0RESS 2ELEASES )T IS RECOMMENDED TO ON THE ISSUE BY DISSEMINATING INTERNA
TIVITY ±IN THE ½ELD² IE CYCLING WITH PEOPLE FROM
HAVE BASIC TEMPLATES "ASED ON THESE TIONAL EXPERIENCES ALSO SERVE TO GENERATE TARGET GROUPS TO MOTIVATE THEM TO USE IT 4HERE
ONE MUST PREPARE PRESS RELEASES FOR THE GREATER AWARENESS OF THE BICYCLE IN THE IN
ARE SEVERAL WAYS OF CARRYING OUT THESE ACTIVITIES
PROJECT ACTIVITIES IN ORDER TO DISTRIBUTE TERNATIONAL CONTEXT WHILE GREATLY ATTRACT
WHICH INCLUDE
THEM TO THE VARIOUS MEDIA OUTLETS )T ING THE MEDIA
IS USEFUL TO HAVE MULTIPLE VERSIONS OF A &IGURE 4HROUGH MASSIVE EVENTS MADE IN #ONCEPCION IT WAS POS
&ESTIVALS 4HEY HAVE A MORE POPULAR
STATEMENT IN VARYING LENGTHS EG SIBLE TO ENGAGE THE AUTHORITIES TO CREATE CONDITIONS OF INFRASTRUCTURE )NTERNET 4HE GLOBAL NETWORK IS ONE OF RECEPTION AND ARE SOMETIMES COMBINED
AND WORDS IT IS ALSO USEFUL TO FOR CYCLING 3OURCE 3/,54)6! #ONSULTORES TAKEN FROM %L $IARIO DE THE MOST VERSATILE MEANS TO DISSEMINATE WITH CULTURAL EVENTS RELATED TO A SPECIAL
HAVE PHOTOGRAPHS AND OTHER VISUAL MA
#ONCEPCION #HILE INFORMATION ON A PROMOTION CAMPAIGN DAY IN THE CITY 4HESE ARE OCCASIONS IN
TERIALS EG VIDEOS PREPARED FOR DISSEMI
AND PARTICULARLY IMPORTANT IN THIS TASK WHICH THE BICYCLE IS INCLUDED IN THE
NATION FOR FREE MEDIA COMMUNICATION ARE INTERACTIVE WEB PAGES SUCH AS ±SOCIAL MAINSTREAM OF A BIG EVENT WHOSE PUR
34 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 35
A PARTICULAR COMPANY AND CONSISTS OF AT SEEKING SUPPORT FOR THE PROGRAM AND BEHAVIOUR
TRAVELLING TO A WORKPLACE 4HE TOUR IS LED CHANGE SURROUNDING THE USE OF BICYCLES AS TRANS
BY A TEAM MEMBER FROM THE PROMOTION PORTATION
STRATEGY AND AS IT PROGRESSES IT ±COLLECTS²
PEOPLE ALREADY COMMITTED TO CYCLING TO !CTIVITIES WERE AIMED AT ACHIEVING BEHAVIOURAL
THEIR WORKPLACE 4HE IDEA IS TO REDUCE CHANGE WHEN SEEKING SUPPORT IN ORDER TO CHANGE
UNCERTAINTY AND POSSIBLE ±FEAR² OF BIKING PERCEPTIONS ABOUT THE BICYCLE AND POSITION IT AS
TO WORK AND INCREASE THE LIKELIHOOD THAT A MORE FAVOURABLE OPTION FOR TRANSPORTATION 4O
THESE EMPLOYEES CONTINUE TO GO TO THEIR ACHIEVE THIS GOAL IT IS NOT NECESSARILY REQUIRED
WORKPLACE BY BICYCLE THAT THE ACTOR A POLITICAL
PUBLIC AUTHORITY USES
THE BIKE BUT SIMPLY TO GET THEIR COMMITMENT FOR
&IGURE )MAGE OF THE JOURNEY UNDERTAKEN IN THE 0ROMOTION 0ROGRAM IN #ONCEPCIvN WITH 4O SCHOOL BY BIKE &OLLOWS THE SAME PAT
CHANGE OR IMPROVEMENT OF POLICIES OR INVOLVE
AN ATTENDANCE OF APPROXIMATELY PEOPLE 3OURCE 3/,54)6! #ONSULTORES TERN AS BIKE TO WORK BUT WITH A UNIVERSITY MENT ON PROJECTS RELATED TO BICYCLE USE 4HIS FA
OR COLLEGE AS THE DESTINATION )N THIS CASE CILITATED THE IMPLEMENTATION OF ACTIVITIES TO PRO
POSE IS MORE PLAYFUL AND WHERE THE AIM IS IT IS SOMETIMES BETTER TO HAVE SEVERAL PEO
MOTE THE BICYCLE AND THE CHANGE IN BEHAVIOUR
TO GENERATE A MORE AFFECTIVE LINK WITH THE PLE IN CHARGE OF THE RIDE AS THIS GROUP OF OTHER GROUPS 4HESE ACTIVITIES MUST BE UNDER
BIKE 'ENERALLY FESTIVALS HAVE A FAIRLY HIGH OF PEOPLE TEND TO BE YOUNGER THAN THE STOOD AS ONE OF THE MEANS TO ACHIEVE INCREASING
COST BUT IF WELL DEVELOPED THEY GENERATE EMPLOYEES OF COMPANIES AND ARE MORE TRAVEL BY BICYCLE AS A TRANSPORT VEHICLE
POSITIVE RESULTS )N THE SPACE OF A YEAR´S LIKELY TO TAKE RISKY ATTITUDES ON THE ROAD
STRATEGY IT IS NOT RECOMMENDED TO PROGRAM !MONG THE INITIATIVES AIMED AT SEEKING SUPPORT
MORE THAN TWO SUCH EVENTS "ICYCLE 3CHOOL 4HESE SCHOOLS ARE PLACES THROUGH MEDIA MANAGEMENT PUBLIC AFFAIRS AND
TO TEACH PEOPLE OF ALL AGES HOW TO USE COMMUNITY WORK THE MOST IMPORTANT WERE
#YCLING 4OURS 4HESE ARE PLANNED AHEAD BICYCLES 4HEY ARE IMPLEMENTED IN CITIES
AND SERVE THE PURPOSE OF ±TESTING² THE USE WHERE THE BICYCLE HAS NOT MET ANY ROLE #OORDINATION MEETINGS OR PRESENTATION
OF BICYCLES FOR FUTURE USERS 4HEY ALSO FUNC
NEITHER RECREATIONAL SPORTS NOR TRANS
OF THE INITIATIVES
TION IN SHOWING THE EXISTING INFRASTRUCTURE PORTATION AND THEREFORE CITIZENS ARE 0REPARATION OF CASE ARGUMENTS FOR SUP
FOR BICYCLES SAFE ROUTES TO GET FROM ONE UNFAMILIAR WITH THE USE OF THIS VEHICLE PORT
PLACE TO ANOTHER IN THE CITY AND IN GENERAL $EVELOPMENT OF MASS BICYCLE RIDES CALLED
TO DEMONSTRATE THE EASY USE OF BICYCLES IN A CICLETADAS IN 3PANISH
CITY 4HESE TOURS ARE COMMONLY CONDUCTED 4HE IDEA BEHIND ALL ACTIVITIES AS DESCRIBED ABOVE 3EARCH FOR CORPORATE SPONSORSHIP
ON WEEKENDS AND SHOW A MORE RECREATIONAL IS TO GENERATE AS MANY ACTUAL CYCLING OCCURRENCES !SKING FOR SUPPORT OF BICYCLE USER GROUPS
PERSPECTIVE BUT EMPHASIS ALWAYS LIES ON AS POSSIBLE TO DEMONSTRATE ITS FUNCTIONALITY BE
FOR THE DIFFERENT ACTIVITIES
ENCOURAGING THE USE OF BICYCLES AS A MEANS YOND WHAT IS EXPRESSED IN TERMS OF NUMBERS OR
OF TRANSPORT !NOTHER OPTION IS TO INVITE AN PICTURES AND VIDEOS )T IS ESSENTIAL TO HAVE THIS -OREOVER ACTIVITIES WERE AIMED AT ACHIEVING BE
&IGURE !ROUND THE MASSIVE EXPERIENCES MADE IN DIFFERENT CITIES OF IMPORTANT AND RECOGNIZABLE ½GURE IN SO
TYPE OF ACTIVITY AS A SUCCESSFUL STRATEGY IS ONE HAVIOURAL CHANGE IE IMPROVING THE PERCEPTION
THE 'RAN #ONCEPCION WAS POSSIBLE TO GENERATE A NETWORK OF SUPPORT TO CIETY LEADER ARTIST ETC TO TAKE PART IN THE THAT INVOLVES MORE ACTIVITIES THAT ARE ACCEPTED OF CYCLING IN SOME GROUPS AS WELL AS GENERATING
THE 0ROMOTION 0ROGRAM 4HE IMAGE SHOWS A #YCLING 4OUR IN 3AN 0EDRO ROUTE INCREASING THE POSSIBILITY FOR MEDIA AND THEN IMPLEMENTED BY THE COMMUNITY AND A REAL CHANGE IN ITS USE AS A MEANS OF TRANSPORT
DE LA 0AZ ORGANIZED TO CELEBRATE 6ALENTINE´S $AY &EBRUARY COVERAGE OF THESE ACTIVITIES AND RESULTING IN CITIZENS GROUPS 4HIS IS WHAT WILL ULTIMATELY ENA
AND INCREASING THAT USE ON A VOLUNTARY BASIS
3OURCE 3/,54)6! #ONSULTORES GREATER
WIDESPREAD DISSEMINATION BLE THE MASSIVE USE OF BICYCLES AS TRANSPORTATION
2EGARDING THIS CHANGE IN BEHAVIOUR ACTIVITIES
"IKE TO WORK 4HIS TYPE OF TRAVEL IS A SPECI
)N THE PROMOTION STRATEGY IMPLEMENTED IN #ON
WERE DIRECTED AT WORK WITH THE COMMUNITY EVENTS
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$IFFUSION CONFERENCES )NFORMATION MEE
MENTATION OF THE STRATEGY WHICH CAN BE AS SHORT
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#ONSULTATION WITH SPECI½C GROUPS OF THE TIONS
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ORDINATED BY A MANAGER OR ENGINEER WHOSE SKILLS
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OF CAMPAIGN INFORMATION MESSAGES AND 4HE NEED TO IMPLEMENT THE STRATEGY ACTIVITIES
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AND SCHEDULE OF ACTIVITIES AMONG OTHER SIMILAR DETAILING ALL PUNCTUAL ACTIVITIES IN THE CAMPAIGN RESULTS
SECTIONS 4HIS SITE WAS FREELY ACCESSIBLE TO STRATEGY ! SIMPLE LIST OF ACTIVITIES IN A RELATIVELY
ALL CITIZENS CHRONOLOGICAL ORDER COULD BE
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%VALUATION AND
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CAN BE BROKEN DOWN INTO SPECI½C ELEMENTS AND
MINED BICYCLE ROUTE ALONG THE BICYCLE SHOULD INCLUDE RESPONSIBLE PERSON DURATION AND 5SUALLY IT IS NECESSARY TO MEASURE THE EFFECTIVE
PATHS WITH THE ASSISTANCE OF TRAF½C LOCATION !DDITIONALLY ALL ACTIVITIES SHOULD BE NESS OF THE STRATEGY EITHER TO GAIN KNOWLEDGE TO
POLICE AMBULANCES AND SUPPORT VEHICLES FRAMED WITHIN THE TOTAL DURATION OF THE IMPLE
IMPROVE ITS IMPLEMENTATION IN THE FUTURE OR TO
38 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 39
DEMONSTRATE TO DECISION MAKERS THE USEFULNESS OF MORE AND WITH AN INCREASING NUMBER OF 2EVISION OF OTHER EXPERIENCES
PROMOTING CYCLING 4O THIS END DATA ON THE USE PEOPLE ON BICYCLES
OF BICYCLES IS COMPILED ALONG WITH OTHER ESSENTIAL
INFORMATION )T IS ALSO NECESSARY TO DO A FOLLOW
UP 4O EVALUATE THE USE OF BICYCLES AS MEANS
ON THE ACTIVITIES OF THE STRATEGY TO ASSESS WHETHER OF TRANSPORT 4HE ULTIMATE GOAL OF A PRO
4HE ISSUE OF PROMOTING SUSTAINABLE TRANSPORT SIVE PLANNING IN DEVELOPING COUNTRIES IN !SIA
THEY WERE SOUND AND ARE ACHIEVING THE DESIRED MOTIONAL STRATEGY AS DESCRIBED EARLIER IN PARTICULARLY THE BICYCLE HAS BEEN ANALYZED MORE !FRICA AND ,ATIN !MERICA THROUGH COLLABORATIVE
EFFECTS 4HESE IMPACTS AND INDICATORS OF THE STRA
THIS CHAPTER IS TO ACHIEVE THE GREATER USE FREQUENTLY IN %UROPEAN COUNTRIES (OWEVER WORK WITH VARIOUS CIVIL SOCIETY ORGANIZATIONS
TEGY SHOULD BE MEASURED BEFORE THE START OF IT TO OF BICYCLES AS TRANSPORTATION 4HIS IS USU
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GET A BASELINE DURING IT AND AT ITS END 4HIS AL
ALLY MEASURED BY THE TRAF½C COUNTS ORIGIN WORLD SUCH AS THE TWO SIGNI½CANT EXPERIENCES IN 4HE OBJECTIVES OF THE PROGRAMS AND ACTIVITIES
LOWS THE CLEAR OBSERVING OF THE EVOLUTION OF THE AND DESTINATION SURVEYS AND OTHER METH
THE ,ATIN !MERICAN CITIES OF "OGOTA #OLOMBIA GENERALLY PROMOTE CYCLING IN THE .ETHERLANDS
IMPACT OF THE STRATEGY ODS OF TRANSPORT ENGINEERING +NOWING AND ,IMA 0ERU AND HAVE BEEN PART OF AN INTEGRATED TRANSPORT
THE SITUATION BEFORE THE IMPLEMENTATION POLICY IN WHICH THE OBJECTIVE IS TO IMPROVE TRANS
3OME TOOLS FOR ASSESSING THE STRATEGY ARE OF STRATEGY ACTIVITIES KNOWN AS BASELINE 4HIS CHAPTER PRESENTS SOME OF THESE EXPERIENCES PORT AND PROMOTE MORE THAN JUST BICYCLES 4HE
4O EVALUATE THE DISSEMINATION OF MES
IS ESSENTIAL TO ACCURATELY MEASURING THE (ERE ARE THE MOST RELEVANT PROMOTION STUDIES ON INCLUSION OF INFRASTRUCTURE POLICY AND PROMOTION
SAGES 7HETHER POSITIVE OR NEGATIVE THE POSSIBLE INCREASE OF CYCLING 4HE ONLY CYCLING AND THE TRULY MEANINGFUL IMPACT ON THE IN A STRATEGY IS PERHAPS THE MOST IN¾UENTIAL AS
APPEARANCES OF THE CAMPAIGN ACTIVITIES IN PROBLEM WITH THIS MEASUREMENT IS THAT USE OF THIS VEHICLE PECT IN THE INCREASE OF THE USE OF BICYCLES IN THAT
THE PRESS CAN BE MEASURED AND COLLEC
BICYCLE USAGE DOES NOT INCREASE RAPIDLY COUNTRY
TED )T IS IMPORTANT TO ANALYZE WHETHER DURING THE IMPLEMENTATION OF A PROJECT +EEP IN MIND THAT INTERNATIONAL EXPERIENCES TO
THE MESSAGE TRYING TO BE CONVEYED IS BE
4HEREFORE IT MAY BE NECESSARY TO TAKE PROMOTE BICYCLES ARE RARE AND USUALLY HAVE RECEIVED &URTHER WORK ON THESE POLICIES TO PROMOTE CY
ING MODI½ED BY THE MEDIA AND CONSIDER MEASUREMENTS FROM ONE TO SEVERAL YEARS LITTLE INVESTMENT OR MUCH LESS THAN THE FUNDING CLING HAS INCLUDED COMMUNICATION STRATEGIES
HOW TO MODIFY OR EXPLOIT THIS IN SOME WAY AFTER THE IMPLEMENTATION OF THE STRATEGY AVAILABLE FOR OTHER MEASURES RELATING TO SUSTAINA
IN THE BROADEST SENSE WHILE ALSO INCLUDING WORK
TO ASCERTAIN THE REAL INCREASE IN BICYCLE BLE TRANSPORT !T THE END OF THIS CHAPTER CONCLU
WITH THE COMMUNITY AND MASS ADVERTISING !SIDE
4O ASSESS THE CHANGE IN ATTITUDE OF THE USAGE !NOTHER REASON FOR DELAYS IN OB
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POPULATION 4HE APPLICATION OF SURVEYS TAINING RESULTS IS THE NEED FOR INFRASTRUC
TO KEY GROUPS IS A GOOD WAY OF STORING TURE AND FAVOURABLE POLICIES FOR CYCLING
INFORMATION ABOUT THE GENERAL ATTITUDE OF WHICH REQUIRE MORE TIME TO BE COMPLETED 4HE .ETHERLANDS (OLLAND
THE POPULATION )F FOCUS GROUPS WERE OR
THAN THE TERM OR DEADLINE OF THE PROMO
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USEFUL TO REPEAT THIS ACTIVITY TOWARDS THE ACTIVITIES ARE SUSTAINABLE AND A LASTING HAS BEEN ALMOST CONTINUOUS SINCE THE S
END OF DEPLOYMENT IN ORDER TO KNOW PEO
EFFECT IS THE STRATEGY IS ACHIEVED IT IS VERY 4HIS PROMOTION IS LED PRIMARILY BY THE NATIONAL
PLE´S PERCEPTION OF BICYCLES AND WHETHER LIKELY TO HAVE A SUBSTANTIAL INCREASE IN THE GOVERNMENT STARTING FROM THE REDIRECTION OF
THIS PERCEPTION HAS CHANGED FROM THE USE OF THE BICYCLE AFTER APPROXIMATELY ½VE TRANSPORT POLICIES TOWARDS NON
MOTORIZED MEANS
ONE PRIOR TO THE IMPLEMENTATION OF THE YEARS RESULTING FROM THE OIL CRISIS
STRATEGY
.UMEROUS DOCUMENTS DESCRIBE THESE INITIATIVES
4O EVALUATE THE ACTIVITIES IN THE ½ELD 4HE 4HE MOST COMPLETE IS ±#OLLECTION OF #YCLE #ON
TRADITIONAL INDICATOR OF ½ELD ACTIVITY IS CEPTS² PUBLISHED IN WHICH INCLUDES A FULL
THE NUMBER OF PARTICIPANTS IN EACH EVENT CHAPTER ON COMMUNICATIONS AND CAMPAIGNS
4HIS IS SLIGHTLY DIF½CULT TO MEASURE SO IT &IGURE #ARS ARE NOT ALLOWED TO ENTER THE CENTRE OF THE CITY OF (OUTEN
IS HELPFUL TO IMPLEMENT SOME FORM OF RE
"ASED ON THESE EXPERIENCES THE .'/ )NTERFACE IN THE .ETHERLANDS THEREBY GENERATING AN URBAN SPACE MORE FRIENDLY
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#% HAS MADE EFFORTS TO TO PEOPLE NO NOISE AND ALMOST ZERO ACCIDENTS 3OURCE #ARLOSFELIPE
THE TOURS OR OTHER ACTIVITIES CONGREGATE PROMOTE INCLUSIVE CYCLE PLANNING CYCLING
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0ARDO
40 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 41
ENTIATED FROM GENERAL POPULATION UP TO THE IN
)NTERNAL CAMPAIGNS WITH ORGANIZATIONS
DIVIDUAL AND HOUSEHOLD
SPECI½C AND EVENTUALLY DESIGNED TO ENLIST THE SUPPORT OF STAFF IN
BROKEN UP BY STATE POPULATION BEHAVIOUR CHANGE THE STRATEGY
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THAN THE BENE½TS OF USING THE BIKE IN TERMS OF -ARKETING CYCLING AS A HEALTHY ACTIVITY HAS INCREASED LARGELY BY
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RELATED TO HEALTH ECONOMY AND GENERAL WELFARE FUN INFRASTRUCTURE FOR SUCH TRAVEL
AND BY HOLDING EVENTS LIKE
)T IS WORTH NOTING THAT THE EMPHASIS ON THE .ETWORK DEVELOPMENT AND COMMUNITY THE ONE SHOWN IN THE IMAGE
PU BLIC PERCEPTIONS OF THE BIKE SHOWS THAT IT IS PARTNERSHIPS IN WHICH CHILDREN OF A SCHOOL
DIRECTLY CORRELATED WITH THE PROSPECT OF CYCLING WERE LED ON A TOUR OF ONE OF
AS A MEANS OF TRANSPORT IN THE CITY 0ROMOTIONS LINKED TO NEW INFRASTRUCTURE THE BICYCLE ROUTES IN THE CITY
FOR CYCLISTS 3OURCE #ARLOS &ELIPE 0ARDO
!NOTHER KEY ASPECT OF THE ACTIVITIES IN THE .ETH
ERLANDS IS ITS EFFECTIVENESS DESPITE THE ADVERSE 4HE IMPACT OF PROMOTIONAL CAMPAIGNS IN THE
WEATHER CONDITIONS OF .ORDIC COUNTRIES .ETHERLANDS IS NOT EASY TO MEASURE SPECI½
CALLY BECAUSE THESE CAMPAIGNS AND STRATEGIES
#ONCEPTUALLY THE COMMUNICATIONS PROGRAM AND HAVE BEEN CLOSELY LINKED WITH THE DEVELOPMENT
PROMOTION OF BICYCLES IN THE .ETHERLANDS HAS OF A COMPREHENSIVE POLICY TO PRIORITIZE BICYCLE
BEEN MADE UP OF THE FOLLOWING PHASES AND THEIR INFRASTRUCTURE 2EGARDLESS IT SHOULD DELEGATED BY THE 5RBAN $EVELOPMENT )NSTITUTE ORGANIZATIONS 3ESSIONS INVOLVING THE
BE NOTED THAT THE AVERAGE USE OF BICYCLES IN THIS LOCAL MUNICIPAL BODY RESPONSIBLE FOR CONSTRUC
PRESENTATION OF THE CHARACTERISTICS OF
#AMPAIGNS TO INCREASE THE POPULATION´S COUNTRY IS APPROXIMATELY OF DAILY TRIPS TION OF INFRASTRUCTURE TO THE &UNDACIvN #IUDAD A BICYCLE AND HOW TO USE IT SAFELY AND
AWARENESS ON THE TOPIC OF CYCLING WHICH IS ONE OF THE HIGHEST RATES IN THE WORLD (UMANA A NONPRO½T ORGANIZATION PRESENT IN ½NALLY THE NATURE AND FUTURE PLANS FOR
THAT CITY /THER PROMOTIONAL ACTIVITIES OF BICY
BICYCLE ROUTES IN "OGOTA
3PECI½C CAMPAIGNS WITH GROUPS AND SPE
CLES HAVE BEEN ISOLATED EFFORTS OF ORGANIZATIONS
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#AMPAIGNS WITH INDIVIDUALS AND HOUSE
)N "OGOTA THE BIKE WAS RELATIVELY POPULAR AS A CARRIED OUT BY THE &UNDACIvN #IUDAD (UMANA PRESENTATIONS AND WANTED TO BE PART OF
HOLDS MEANS OF RECREATION AND SPORT !T THE END OF THE ARE DETAILED BELOW THE ACTIVITIES OF THE &OUNDATION
S A MASSIVE CONSTRUCTION OF BICYCLE INFRA
)T IS NOW UNDERSTOOD THAT THIS PHASED APPROACH STRUCTURE WAS STARTED WHILE INCREASING THE POLITI
4HE MAIN OBJECTIVE OF THESE ACTIVITIES HAS BEEN "ICYCLE TOURS THROUGH CYCLE ROUTES IN
RELATIVELY CHRONOLOGICAL RESPONDS TO AN INC
CAL AWARENESS OF THE IMPORTANCE OF THIS MEANS OF INCREASING THE USE OF BICYCLES IN "OGOTA AND "OGOTA 7ITH THE DATABASE COLLECTED SPE
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SING FOCUS STRATEGY OF SPECI½C POPULATION TRANSPORT )N LATE THERE WERE NEARLY EDUCATING RIDERS ON HOW TO USE IT CORRECTLY 4HIS CI½C TOURS WERE SCHEDULED FOR THE CYCLE
GROUPS KM OF BUILT INFRASTRUCTURE FOR BICYCLES 4ODAY IT HAS BEEN DONE THROUGH CONFERENCES AND TOURS ROUTES IN "OGOTA
STANDS AT KM AND CONSTITUTES THE MOST EX
AROUND THE CITY
!LSO ONGOING ACTIONS HAVE BEEN TAKEN TO CONTI
TENSIVE NETWORK OF BICYCLE INFRASTRUCTURE IN ,ATIN "ICYCLE DISCOUNT CLUB !GREEMENTS WITH
NUE THIS PROMOTION IN RECENT YEARS 4HESE AC
!MERICA 4HE BASIC STRATEGIES OF THE WORK DONE BY THE &UN
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TIONS HAVE BEEN DACIvN #IUDAD (UMANA HAVE BEEN BASED ON SE
DISCOUNTS ON PURCHASES 4HIS APPLIED TO
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42 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 43
)N PART DUE TO A LACK OF RESOURCES A COMPLETE DI
4HE ,IMA PROJECT BEGAN BY CONDUCTING A SERIES CHANGE WILL BE ACHIEVED IN THE LONG TERM SO WORK TION CALLED ±"ICIACIvN² BEGAN TO CREATE A SPACE
AGNOSIS OF THE LIMITATIONS OF CYCLING FROM THE AC
OF FOCUS GROUPS BY THE 3UPPORT 'ROUP THAT SAME WITH CHILDREN WAS EMPHASIZED FOR BICYCLES IN THE CITY !FTER SOME YEARS OF WOR
TIVITIES OF THE &UNDACIvN #IUDAD (UMANA WAS NOT YEAR -ANY OF THE PROJECT ACTIVITIES IN ,IMA ARE KING IN DIFFERENT AREAS FOCUSED ON CREATING AND
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4HE ±:OOM² BRAND WAS ALSO CREATED WHICH WAS MAINTAINING EVENTS A 3UNDAY CYCLE RIDE THAT TOOK
WAS THEREFORE BASED ON DOCUMENTS FROM OTHER MUNITY 4HESE HAVE INCLUDED BICYCLE OUTREACH USED TO GIVE IDENTITY TO THE PROJECT 4HIS BRAND PLACE EVERY TWO WEEKS IN A MAIN CITY AVENUE WAS
PLACES THAT HAD ALREADY IMPLEMENTED PROMOTION WORK WITH SCHOOLS AND 3UNDAY BICYCLE FESTIVALS SHOWED ALL ACTIVITIES PROMOTING THE BICYCLE AND ESTABLISHED 3UBSEQUENTLY THE EVENT BEGAN TO
CAMPAIGNS WITH ACCURATE DIAGNOSES 4HE MAIN REASON FOR DOING THESE ACTIVITIES IS THAT WAS COMPLEMENTED BY A WEBSITE ALSO CALLED :OOM TAKE PLACE EVERY WEEK AND THE COVERAGE AND GO
IT HAS BEEN SHOWN THAT WORK WITH THE COMMUNITY HTTPWWWPROYECTOZOOMORG WHICH PRESENTED VERNMENTAL SUPPORT FOR THIS ACTIVITY EXPANDED
4HE MAIN CONCLUSION OF THE WORK DONE BY THE &UN
HAS CREATED A SOCIAL COHESION THAT INCLUDES THE ALL COMPONENTS OF THE PROMOTION PROJECT DEVE
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MUST BE OF THE SAME SCALE AS INVESTMENT IN BICYCLE PROJECT PRODUCTS CAN BE FOUND INCLUDING SEVERAL CYCLE AS A VEHICLE OF GREAT IMPORTANCE IN THE CITY
INFRASTRUCTURE 4HIS WAS CONCLUDED BECAUSE THE #URRENTLY COURSES ON HOW TO USE THE BICYCLE ARE EXPLANATORY VIDEOS AND VISUAL AIDS AND ALSO ENCOURAGED THE CONSTRUCTION OF INFRA
BICYCLE INFRASTRUCTURE IN "OGOTA REACHED KM ALSO MADE AVAILABLE AND INCLUDE SCHOOL CARAVANS STRUCTURE FOR IT )T ALSO CREATED A SECOND EQUALLY
WITH AN ESTIMATED COST OF MILLION 53$ WHILE DRAWING AND PAINTING ACTIVITIES AMONG OTHER 4HE THREE MAIN POPULATION GROUPS WITH WHOM STRONG CITIZEN GROUP CALLED #ICLvPOLIS WHICH UN
THE PROMOTION ACTIVITIES NEVER EXCEEDED THE COST THINGS )N ADDITION USERS HAVE FORMED A BIKE THIS STRATEGY WAS DEVELOPED WERE DERTOOK "ICIACIvN ACTIVITIES AND HAS HAD A MORE
OF THOUSAND 53$ IN TOTAL CLUB PERMANENT CONTACT WITH THE GOVERNMENT IN PRO
!CADEMIC )NSTITUTIONS -UNICIPAL -ANAGERS AND MOTING CYCLING 4O DATE THEY ARE IMPLEMENTING
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INFRASTRUCTURE IN THE CITY AND WORK IS BEING CAR
CYCLES INCREASED BUT IT IS DIF½CULT TO KNOW FOR CER
,ISTED BELOW ARE SOME OF THE ACTIVITIES CARRIED RIED OUT TO CREATE SPECI½C POLICIES FOR PRIORITIZA
TAIN WHAT PART OF THE INCREASE CAN BE ATTRIBUTED TO OUT BY SCHOOLS TION OF THIS MODE OF TRANSPORT
SPECI½C CAMPAIGNS AS THE &UNDACIvN #IUDAD (U
MANA DID NOT CONDUCT A DETAILED STUDY BEFORE AND )T IS IMPORTANT TO HIGHLIGHT THE EXPERIENCE OF
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CONCERN REGARDING THE CITY HAVE SHOWN THAT RESTING IN THE SENSE THAT THE JOB OF PIONEERING PRIORITIZE THE BICYCLE )N THIS SENSE THE CLOSURE
OF THE POPULATION USE THE BICYCLE IN "OGOTA COM
THE USE OF BICYCLES THERE HAS BEEN PRIMARILY LED OF A MAIN STREET IN A CITY DURING A WHOLE MORNING
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5RBAN SKILLS COURSE
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44 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 45
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4HE 6mLIB SYSTEM CONTRACTION OF ±VmLO² AND ±FREE
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BICYCLES AND STATIONS THEIR NUMBERS IN
CREASE RAPIDLY WITH A DENSITY OF ONE STATION EVERY &IGURE -ODEL OF 6ELIB CICYCLES IN 0ARIS &RANCE 7ITH SEVEN MONTHS OF OPERATION THE SYSTEM OF
METERS IN THE DOWNTOWN AREA 3OURCE #ARLOSFELIPE 0ARDO PUBLIC BICYCLE RENTAL IN 0ROVIDENCIA HAS ALREADY
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AFTER "ICYCLES CAN BE TAKEN FROM ONE STATION AND MENTATION OF A SUBSTANTIAL NETWORK OF BICYCLE IN
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ADVERTISING COMPANY *# $ECAUX IN EXCHANGE FOR EXPERIENCE IS ALSO PART OF A REORGANIZATION OF PRI
&IGURE 4HE 3UNDAY CYCLE RIDE IN 1UITO IS A GREAT SUC
RIGHTS TO EXPLOIT ADVERTISING IN THE CITY ORITIES AND TRANSPORT PROJECTS IN THE CITY WHICH
CESS AS IT CONVENES THOUSANDS OF USERS EVERY WEEKS HAS PRIORITIZED THE USE OF MEDIA AND NON
MOTO
TO WALK AND RIDE ALONG THE STREETS THAT ARE CLOSED FOR RIZED VEHICLES AND PUBLIC TRANSPORT INVESTMENT
CARS 3OURCE &UNDACIvN #IUDAD (UMANA
1UITO %C
THAT HAVE SHIFTED IN THIS DIRECTION )TS POLICIES
UADOR HAVE REACHED A POINT WHERE 0ARIS IS NOW BANNED
FROM BUILDING ADDITIONAL LANES ITY
0UBLIC BICYCLES TWO EXAMPLES 4HE 6mLIB´S EXPERIENCE HAS NOT ONLY HAD AN IM
&IGURE %XCLUSIVE BICYCLE MODEL USED IN THE SYSTEM
PACT IN 0ARIS BUT ALSO IN SEVERAL OTHER CITIES OF PUBLIC BICYCLES IN 0ROVIDENCIA 3OURCE -UNICIPALITY
/NE TYPE OF PROJECT THAT HAS BEGUN TO GROW WHICH HAVE DEVELOPED OR ARE WAITING TO IMPLE
OF 0ROVIDENCIA 3ANTIAGO #HILE
STRONGER IN RECENT YEARS IS THE ONE INVOLVING PU
MENT A SIMILAR SYSTEM !LTHOUGH OTHER CITIES LIKE
BLIC BICYCLES 4HIS HAS GAINED GREATER RECOGNITION "ARCELONA HAD SYSTEMS OF THIS TYPE IT WAS THE EX
4O RENT ONE OF THESE IT IS NECESSARY FOR THE PER
SINCE THE INCEPTION OF A PROJECT OF THIS TYPE IN PERIENCE IN 0ARIS THAT REALLY DROVE THIS INTEREST SON TO BE REGISTERED IN THE MUNICIPAL REGISTER
0ARIS &RANCE WHERE THERE HAS BEEN A LARGE IN
OF REPLICATION #ITIES LIKE ,ONDON AND .EW 9ORK 4HE PERSON MAY THEN REQUEST A BICYCLE AT ANY
CREASE IN CYCLING 4HESE EXPERIENCES ARE IMPOR
HAVE BEEN MOTIVATED TO DEVELOP SUCH SYSTEMS )N STATION 4HE LOAN PERIOD EXTENDS BETWEEN THE
TANT BECAUSE THEY ARE ONE OF THE MOST EFFECTIVE ,ATIN !MERICA MANY CITIES HAVE SIMILAR PROJECTS WITHDRAWAL AND DELIVERY OF THE BICYCLE AND CAN
ACTIVITIES TO INCREASE THE USE OF BICYCLES IN A CITY &IGURE 4HE PUBLIC BICYCLES IN 0ARIS CALLED 6ELIB HAVE SUCH AS 3ANTIAGO #HILE DESCRIBED BELOW NOT BE MORE THAN AN HOUR /PERATING HOURS ARE
4HE MOST INTERESTING PART OF THESE SYSTEMS IS THAT HAD GREAT SUCCESS BY MULTIPLYING THE CYCLING AND SUR
-ONDAY THROUGH &RIDAY BETWEEN AND
THEY NOT ONLY INCREASE THE USE OF BICYCLES FOR PASSING ALL EXPECTATIONS OF THE SYSTEM OPERATOR 3IMILAR AND WEEKENDS DEPENDING ON THE DEMAND
RENT BUT THOSE WHO HAVE A BICYCLE AT HOME BEGIN SYSTEMS ARE BEING DEVELOPED IN SEVERAL CITIES WORLDWIDE
TO USE IT MORE OFTEN AS WELL "RITTON 3OURCE #ARLOSFELIPE 0ARDO
46 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 47
EFFECTIVE BEHAVIOUR CHANGE IE PEOPLE #ONCLUSIONS AND RECOMMENDATIONS
USE BICYCLES FOR TRANSPORTATION DAILY
5SING JUST ONE MEASURE OR ANOTHER WILL
NOT BE AS EFFECTIVE
4HE KINDS OF LIMITATIONS SURROUNDING THE !S SEEN IN PREVIOUS PAGES THE DEVELOPMENT OF A THE ACTIVE INVOLVEMENT OF USERS ESPECIALLY AT THE
USE OF BICYCLES SOCIOLOGICAL PHYSICAL CLI STRATEGY TO PROMOTE CYCLING IS NOT AN EASY TASK BUT END OF A STRATEGY 'ATHERING INFORMATION PRIOR
MATIC ETC ARE SIMILAR IN MANY CASES CUL IT IS ESSENTIAL FOR A REAL AND SUSTAINED INCREASE IN TO THE IMPLEMENTATION OF THE STRATEGY IS PARTICU
TURAL PRECONCEPTIONS OF CYCLING STATUS CYCLING IN A CITY 4HE BICYCLE HAS PROVEN TO BE A LARLY IMPORTANT FOR THE EFFECTIVENESS OF IT
PERCEPTIONS OF INSECURITY PERCEPTIONS OF SUSTAINABLE MEANS OF TRANSPORT IN ENVIRONMENTAL
WEATHER DIF½CULTIES AMONG OTHERS AND SOCIAL AND ECONOMIC TERMS AND INTERNATIONAL EX &INALLY THERE WERE SOME SUCCESSFUL EXPERIENCES
MUST BE ADDRESSED WITH A PROPER DIAG PERIENCES TO PROMOTE THEIR EF½CIENCY HAVE DEM IN PROMOTING THE INCREASED USE OF BICYCLES IN
NOSIS OF THESE LIMITATIONS WITH SPECI½C ONSTRATED BENE½CIAL IMPACTS OF THE INCREMENTAL CITIES AROUND THE WORLD (OWEVER IT IS OF PARTICU
ACTIONS AIMED AT CHANGING PERCEPTIONS USE OF BICYCLES IN A CITY LAR INTEREST TO NOTE THAT MANY OF THESE STRATEGIES
TOWARDS MORE FAVOURABLE ONES HAVE BEEN COMPLEMENTED BY THE CONSTRUCTION OF
4HE PROMOTION OF CYCLING SHOULD BE COMPLE BICYCLE INFRASTRUCTURE AND DEVELOPMENT ORIENTED
4HE HIGH COST AND LIMITED IMPACT OF THE MENTED WITH THE DE½NITION OF CLEAR POLICIES THAT POLICIES TO IMPROVE CONDITIONS FOR THESE MODES
MASS MEDIA GIVES IT A SECONDARY PLACE PRIORITIZE THE NON MOTORIZED TRANSPORT MODES
AMONG THE TOOLS OF DISSEMINATION AS OP AND SUSTAINABLE TRANSPORT IN GENERAL AND THE !LL THESE ASPECTS ARE IMPORTANT FOR DEVELOPING
POSED TO THE ACTIONS OF DIRECT WORK WITH CONSTRUCTION OF ADEQUATE INFRASTRUCTURE FOR IT A SPECI½C STRATEGY IN A ,ATIN !MERICAN CITY THAT
&IGURE 0ROMOTIONAL ¾YER OF OF THE PUBLIC BICYCLE THE COMMUNITY WHICH HAVE CONSIDERABLY CONSIDERS THE ASPECTS DESCRIBED IN THIS DOCU
SYSTEM OF THE -UNICIPALITY OF 0ROVIDENCIA #HILE LOWER COSTS AND TARGETED IMPACTS "ARRIERS OF THE USE OF THE BICYCLE ARE FEW AND VARY MENT AND ADAPTS KNOWLEDGE TO LOCAL CONTEXT AND
FROM PHYSICAL TO PURELY INSTITUTIONAL TO PSYCHO TO THE CONDITIONS SURROUNDING THE USE OF BICYCLES
4HE PROMOTION OF CYCLING CANNOT BE LOGICAL (OWEVER MANY OF THESE BARRIERS ARE NOT IN EACH CITY
!NALYSIS OF INTERNATIONAL EXPERIENCES AN ISOLATED ACTIVITY CONSISTING SOLELY OF REAL BUT RATHER PERCEIVED AND A PROMOTION STRA
TRANSPORT POLICIES AND PROJECTS IN THE TEGY CAN EASILY CHANGE THESE PERCEPTIONS AMONG !NY STRATEGY DESIGNED IN ,ATIN !MERICA WILL
"ASED ON THE INTERNATIONAL EXPERIENCES THE FOL CITY 4HAT IS THERE MUST BE A CLEAR POLICY THE POPULATION &URTHERMORE BARRIERS THAT ARE PRESENT ITS OWN PECULIARITIES AND ALWAYS MUST BE
LOWING KEY ELEMENTS FOR DEVELOPING A STRATEGY OF TO GIVE PRIORITY TO BICYCLES PEDESTRIANS DIF½CULT TO OVERCOME SHOULD BE CONSIDERED IN OR BASED ON ITS UNIQUE STATUS AS A CITY IN ORDER TO
AWARENESS AND BEHAVIOURAL CHANGE ON CYCLING AND PUBLIC TRANSPORT WHILE DEVELOPING DER TO ½ND ALTERNATIVE SOLUTIONS OR MITIGATE THEIR ADAPT THE METHODOLOGY AND RECOMMENDATIONS
CAN BE TAKEN UP AGAIN PROJECTS THAT PROMOTE THESE MODES AND EFFECT ON CYCLING PRESENTED IN THIS PAPER
THEIR INTEGRATION
4HIS DOCUMENT PRESENTED A PUNCTUAL METHODO )N THE CASE OF #ONCEPCION #HILE AFTER DEVE
)T IS IMPORTANT TO CARRY OUT ACTIVITIES THAT LOGICAL SCHEME FOR THE DESIGN OF A PROMOTION LOPING A PROMOTIONAL STRATEGY A ½VE MONTH PRO
CONSIDER THE DIMENSIONS OF RECREATION STRATEGY FOR BICYCLES WHICH CAN BE LINKED TO MOTION PLAN CALLED #ICLOBqO WAS IMPLEMENTED
SPORTS AND TRANSPORTATION OF THE BICY EXISTING POLICIES OR TO BE ADJUSTED FOR THE USE OF AROUND ½VE AREAS OF ACTION WHOSE MAIN RESULTS
CLE TRYING TO CHANNEL EFFORTS TOWARDS AN THE BICYCLE 4HIS METHODOLOGY INCLUDES SUCH DI ARE DETAILED BELOW
UNDERSTANDING OF THIS VEHICLE AS A MEANS VERSE AREAS RANGING FROM DISCUSSIONS AT THE SEN
OF EVERYDAY TRANSPORTATION IOR POLICY LEVEL TO THE USE OF VARIOUS TYPES OF TOOLS 0UBLIC !FFAIRS 4HEY MANAGED TO CRE
TO PERSUADE AN AUDIENCE 4HE KEY TO THIS METHO ATE AWARENESS AMONG LOCAL AND REGIONAL
! SOUND STRATEGY MUST INCLUDE RATIONAL DOLOGY IS ITS ADAPTABILITY TO A PARTICULAR SITUATION AUTHORITIES OBTAINING SHORT TERM COM
AFFECTIVE MOTOR SOCIAL AND COMMUNITY ALWAYS TAKING INTO ACCOUNT BOTH PERSUASIVE AND MITMENTS FOR MATERIALIZATION OF INFRA
COMPONENTS WHICH TOGETHER GENERATE AN INFORMATIVE ASPECTS AS WELL AS ASPECTS RELATED TO STRUCTURE MILES OF BICYCLE ROUTES
48 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 49
IMPLEMENTATION OF BICYCLE PARKING FOR 2EFERENCES ABOUT THE PROMOTION
PUBLIC SERVICE FACILITIES AND MODAL INTE
GRATION INITIATIVES FOR BICYCLE
TRAIN
OF BICYCLES AND OTHER RELATED TOPICS
0RESS -ANAGEMENT 7AS ACHIEVED CREA
TING AWARENESS THROUGH PRINTED MEDIA v #)#,/2%$ $ISEuO DE ESTRATEGIAS DEL PROGRAMA v )NTERFACE FOR CYCLING EXPERTISE 4HE
TELEVISION AND RADIO GENERATING BROAD PROMOCIvN DEL USO DE LA BICICLETA SIGNI½CANCE OF NON
MOTORISED TRANSPORT FOR
COVERAGE FOR THE ACTIVITIES AND NEWS RE
DEVELOPING COUNTRIES
LATED TO #ICLOBqO v #OMUNIDAD -UJER !DIMARK #AUSAS DE
AUSENTISMO LABORAL EN #HILE v )NTERFACE FOR CYCLING EXPERTISE 3OCIAL
%VENTS BICYCLE RIDES WERE CARRIED OUT MARKETING OF CYCLING
OF WHICH WERE PUBLICIZED WITH AN AVE
v $EPARTMENT FOR TRANSPORT ,ONDON $E
RAGE OF ATTENDEES 4HE OTHERS WERE LIVERING A SUSTAINABLE RAILWAY v )NTERFACE FOR CYCLING EXPERTISE ,OCO
ANNOUNCED PRIMARILY THROUGH &ACEBOOK MOTIVES FULL STEAM AHEAD
AND GATHERED ABOUT PARTICIPANTS v $ORA # 4RANSPORT AND (EALTH
EACH TIME v )NTERFACE FOR CYCLING EXPERTISE 4HE RESULTS OF
v %LGUEDA 0 Y ,EIGTHTON 0 #HILE OCUPA FOUR COST
BENE½T CALCULATIONS !MSTERDAM
!DVERTISING -ARKETING 4HE TOOLS THAT LUGAR EN RANKING DE PAqSES CON MfS SO
"OGOTf $ELHI -OROGORO
WERE FOUND TO HAVE INFORMED THE MAJO
BREPESO
RITY OF THE PUBLIC WERE RADIO SPOTS ¾YER v *ACOBSEN 0 3AFETY IN NUMBERS MORE
DISTRIBUTION POSTERS IN PUBLIC PLACES AND v &/.!- #ONOCIMIENTOS PRfCTICAS Y WALKERS AND BICYCLISTS SAFER WALKING AND
PUBLICATIONS ON THE INTERNET ACTITUDES SOBRE LA BICICLETA BICYCLING
#OMMUNITY 2ELATIONS THE DYNAMICS OF v 'EMEENTE 5TRECHT -ANUAL DE INTEGRACIvN DE v *ACOBY % 0OR QUm EL TRANSPORTE Y
DISSEMINATION GENERATED THROUGH ±&ACE BICICLETAS EN LA INGENIERqA DE TRfNSITO EN CIU EL USO DEL SUELO URBANO IMPORTAN A LA SALUD
BOOK² IS HIGHLIGHTED )T ALLOWED A NET DADES MEDIANAS LATINOAMERICANAS Y EUROPEAS P{BLICA
WORK OF MORE THAN TWO THOUSAND PEOPLE UN PROGRAMA INTERACTIVO PARA EDUCACIvN Y DIS
&INALLY THE MOST SIGNI½CANT ACHIEVEMENT TRIBUCIvN DE CONOCIMIENTO v -INISTERIO DE 4RANSPORTES DE (OLANDA
WAS THE ESTABLISHMENT OF A CIVIC ORGANIZA #YCLING IN THE .ETHERLANDS
TION FORMED BY VOLUNTEERS MAINLY YOUNG v 'ORHAM 2 !IR POLLUTION FROM GROUND
PROFESSIONALS WHOSE MISSION IS TO CON TRANSPORTATION AN ASSESSMENT OF CAUSES STRATE v /RGANIZACIvN -UNDIAL DE LA 3ALUD
TINUE MEASURES AND ACTIONS TO PROMOTE GIES AND TACTICS AND PROPOSED ACTIONS FOR THE )NFORME SOBRE ENFERMEDADES RESPIRATORIAS
CYCLING AS A MODE OF TRANSPORT IN 'REATER INTERNATIONAL COMMUNITY 7ORLD "ANK ¯ 5NITED CRvNICAS
#ONCEPCIvN .ATIONS
v /RGANIZACIvN -UNDIAL DE LA 3ALUD Y "ANCO
v (AGEN * Y 0ARDO # 4HE "ICYCLE 2EADY -UNDIAL )NFORME MUNDIAL SOBRE
FOR ROLLOUT IN "RAZIL 3USTAINABLE 5RBAN 4RANS PREVENCIvN DE LOS TRAUMATISMOS CAUSADOS
PORT 0ROJECT POR EL TRfNSITO
v )NSTITUTE FOR TRANSPORTATION DEVELOPMENT
POLICY (OW 4O /RGANIZE A 0UBLIC "ICYCLE 2IDE
50 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES 51
v 0ARDO # & 0SYCHOLOGICAL STRATEGIES
TO REDUCE AUTOMOBILE DEPENDENCE THEORIES
AND APPLICATIONS IN DEVELOPED AND DEVELOP
ING COUNTRIES
v 0ARDO #& 3ENSIBILIZACIvN #IUDADA
NA Y #AMBIO DE #OMPORTAMIENTO EN 4RANS
PORTE 3OSTENIBLE %SCHBORN '4:
v 2INCvN , Y ,LEVAS ' -EDIDAS DE ACCESIBIL
IDAD PEATONAL A SISTEMAS DE TRANSPORTE
MASIVO CASO ESTUDIO 4RANSMILENIO
v 2OAD $IRECTORATE #OLLECTION OF
#YCLE #ONCEPTS
v 4HOMSON ) 4RANSPORTE SOSTENIBLE
EN LAS CIUDADES DE !MmRICA ,ATINA
v 5.%0 2)3/% #ENTRE ¯ '%& 0ROMO
CIvN DE TRANSPORTE 3USTENTABLE EN ,ATINOA
MmRICA #ONCEPCIvN #HILE
v 5NIVERSITY 'OTEBORG 'ET ON THAT
"ICYCLE AND RIDE ! COMPARISON OF METHODS
TO PROMOTE #YCLING IN THREE CITIES
v 7ORLD 4RANSPORT 0OLICY 0RACTICE
4HE &RONTIERS OF CYCLING POLICY INNOVATIONS
IN THE .ETHERLANDS $ENMARK AND 'ERMANY
v 7(/ 7ORLD (EALTH /RGANIZATION
0LANNING A 7ORLD (EALTH $AY ACTIVITY
TOOLKIT FOR ORGANIZERS
52 0LANNING AND )MPLEMENTATION OF #AMPAIGNS TO PROMOTE "ICYCLE USE IN ,ATIN !MERICAN #OUNTRIES
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