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Scheme targeting families hopes to promote physical activity

Dawes Cycles gets behind Change4Life campaign

Dawes Cycles is to get behind a fresh Change4Life campaign push designed to encourage families to participate in regular physical activity.

The summer activity is billed “The Really Big Summer Adventure” and Dawes will participate in a scheme that entitles participants a 15 per cent discount voucher redeemable with stockists of the bicycle brand’s product. 5 million voucher booklets will be in circulation this summer and these will be distributed via Saturday’s Daily Mirror, Asda stores, by direct mail, via local supporters and commercial partners, including schools and doctors surgeries.

There will be significant coverage in the Mirror, and the campaign will also be supported by TV advertising bursts along with a significant digital offering.

There will be no other cycling offers included and, as well as promoting a worthy cause, Dawes hope the directive will help drive new business to the participating Dawes retailers.

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