Case Study: She Rides Zero to Hero - AusCycling

Overview

The project targeted women aged 45 years and over who have little or no experience in bike riding with the aim to change the narrative of engaging in bike riding by increasing the visibility of how perceived entry barriers to the sport can be overcome

She Rides Zero to Hero digital storytelling campaign follows the story of five women as they overcome personal barriers learning to ride a bike and with the guidance of their mentor, reach their ultimate goal of completing a 50km Hero Ride

A call to action was embedded for viewing participants to find a local female-focussed activation and sign up for Hero Ride. Partners delivered local activations providing entry points in inclusive and safe environments to help change the narrative of engaging in bike riding

The campaign was launched during Breast Cancer Awareness month to enhance visibility and generate greater awareness of the physical and wellness benefits of bike riding, particularly in the prevention and recovery of breast cancer.

Results

The storytelling campaign effectively highlighted the barriers faced by women in entering the sport, challenging traditional perceptions, and finding an inclusive environment. Successfully promoted benefits of physical activity for the target demographic, showcasing different barriers to participating and strategies to overcome.

• Resource toolkit to continue to support community clubs and groups in promoting and communicating initiatives to women, such as social media toolkits, case studies, and a website directory
• 15 activating partners provided 40 localised female-focussed activations during October (linked to breast cancer awareness month)
• 275 participants participated in local activations providing entry points such as learn-to-ride sessions, social rides, and equipment maintenance workshops
• 417,231 social media impressions. Call to Action (click through) undertaken by 7,500 viewers

Challenges

• Engaging clubs to provide local activations that favoured more traditional forms of the sport
• Cancellations and postponements of activations due to weather and property damage through the wide-spread flooding
• On-going and growing covid concerns and depleted volunteer workforce
• Ability to engage a more diverse audience, by providing culturally appropriate activations that are welcoming and safe spaces

Evaluation

Increased visibility digital storytelling and social media campaign: May 2022 – October 2022

• 28% greater campaign reach than projected
• 100% participations new to bike riding or returning after a long period to update skills
• 80% of participants were aged 45 years and above
• 57% regional, 43% metropolitan, participants geographic breakdown

Partner Satisfaction

• 4 - 5 (out of 5) campaign rating by activating partners and clubs
• 66% clubs gained increase in membership through campaign activation 
• 100% clubs would be involved and run an activation again 
• Financial support provided to clubs and coaches was instrumental in overcoming barriers and creating opportunities for those affected by recent natural disasters

The campaign led to strong partnerships with sponsors, charity partners and in particular female bike riding groups such as Women Who Cycle and Chicks Who Ride Bikes.

The project successfully created a sustainable model that will continue to inspire and support women in the cycling community. Through innovative approaches, ongoing collaboration, leveraging existing She Rides channels, and maintaining stakeholder relationships.