Trailnet “We Know A Better Way” Multimedia Campaign

Type: Bicycle Commuting Campaign

Size: Citywide (66 sq. miles)

Status: Implementation Underway

Trailnet, the St. Louis region’s leading bicycle advocacy organization, retained Street Plans to develop a multimedia bicycling encouragement campaign to be rolled out during the Bike Month (May) and the Shift Your Commute Challenge (September).
Joined by sustainable streets marketing expert, Dani Simons, the Street Plans team developed the “We Know a Better Way” message to illuminate how convenient cycling is in St. Louis. The campaign, which targets the city’s young professionals, includes a variety of web and print ad placements, PSA’s, promotional blog badges, and two video shorts profiling two local bicyclists who have already found a better way around town.
Working with the St. Louis-based Ten8 Group, the Street Plans team also developed a Bike to Work Guide aimed at helping new cyclists overcome barriers commonly understood to deter cycling in the St. Louis region.