It's a great idea for a mini PR campaign and could also be followed up by proactive IBDs, especially if they have Father's Day promotional campaigns of their own.
Here's the letter:
HELP YOUR FATHER GET FIT NOT FAT!
I am writing to urge readers NOT to give Dad chocolates or cake on Father's Day (16th June). Instead, why not encourage him to cycle off excess pounds during Bike Week (15th-23rd June)? Hundreds of free rides are being organised - visit www.bikeweek.org.uk for details of events in . Short distance rides are suitable for unfit 'fatties'. There will also be safe routes for families. And as concern grows about increasing obesity in young people, Dads can set a great example to their children by cycling for fun and fitness on Father's Day.
Bike Week Co-ordinator