The Cycle Instead television advertisements, by the Department of Transport WA, were leaders in their field at the time as they promoted the benefits of cycling, without an underlying or explicit safety message. They were part of a broad Western Australian promotion campaign involving industry, print media, mail outs and events. There was a rise in the numbers of people cycling in the period following the campaign.
The ads were aired in 2001 and have been 'borrowed' for use in the Australian Capital Territory and Victoria. Western Australian cycling participation rates remain significantly higher than the Australian average.
This advert was designed along the lines of being an advert for a gym. Aimed mainly at women it promotes the health benefits of 'the gym' which, it turns out at the end of the advert, to be the benefits of cycling. The audience is then encouraged to rehearse the advert in their mind to realise how they were led to that point. This idea came from research showing that the health and weight loss benefits of cycling were two of its most powerful attractions.
This advert was aimed mainly at males and had a similar 'reveal' at the end of the advert encouraging a rehearsal in the mind of the audience. The style is that of a car advert, showing fancy features of a vehicle which turns out to be a bicycle. The idea came from research showing that one of the other attractions of cycling was getting to spend time with family. In this advert the man gets to spend time with his children when he buys them a bike each.