Top Drawer Creative’s pro-bono client, Share the Road, and a group of eight Ontario universities came to TDC to promote an initiative for safer cycling on and around campus. Our research concluded that bringing cyclists together in a like-minded community would allow the safety message to be woven in fluidly with cool cycling news, initiatives and events.

TDC’s campaign, currently underway at eight participating universities, consists of inspirational, campus-specific videos and collateral to draw attention to the initiative and showcase key messages.

The campus-specific videos (you can see Western’s here), along with radio advertising, posters and social media – all featuring a crisp visual identity by Dave Nighbor of 9lives Design, who also created the UCycle.ca website –  encourage students to join dedicated Facebook communities where seasoned cyclists and first-time riders alike are encouraged to ride their bikes, safely.

Paid student ambassadors promote the programs on campus, and maintain the Facebook pages for Lakehead University, University of Windsor, Western University, University of Waterloo, McMaster University, Sheridan College, Trent University and Queen’s University where students can watch videos (like this one, from Western, on how to load your bike on and off a bus) and get the scoop on cycling news, event listings, maintenance clinics, discounts and prizes — including $50 gift cards at local restaurants, VIA Rail travel vouchers, new bikes, and $500 grants for students to put towards cycling projects at their schools.

Please visit www.ucycle.ca for more information.