British Cycling’s official vehicle supplier Fiat has launched its ‘share the road’ campaign, using Olympic cyclists.
Announced at the start of the year, Fiat’s campaign – aimed at tackling the divide between cyclists and motorists on the road – has now hit the mainstream press (including the back cover of today’s Metro – see the full ad below).
The advert blurb reads: "We think motorists and cyclists can get along. We’re not suggesting cuddles at the traffic lights, just a little understanding. After all, most cyclists also own a car and vice-versa.
"The Punto GBT will be the first to extend the driving gloved hand of friendship by supporting British Cyclingand Geraint Thomas MBE. Join us and get behind Geraint as he gears up for the UCI Track World Cup."
The high profile campaign comes at a time when cycling’s media presence is spiking. Natural enough with the Olympics taking place this year maybe, but despite Geraint Thomas’ presence in the ad, there is an emphasis on improving the experience of everyday cyclists. The Times’ #cyclesafe campaign – which even the Prime Minister has got behind – also places the everyday cycling experience – specifically safety – at its heart.