TfL: Cycle Sundays Inclusive Marketing

How do you encourage more people to cycle when many have never seen themselves represented on two wheels?

TfL’s Cycle Sundays campaign set out to inspire more Londoners to get back on their bikes. But for disabled people, cycling is often overlooked or excluded from mainstream conversations. By putting authentic representation at the centre of the campaign, TfL showed that cycling can be for everyone.

The Challenge:

Transport for London wanted to encourage non-cyclists and occasional riders to embrace Cycle Sundays and rediscover the joy of cycling.

However, disabled Londoners are rarely represented in cycling campaigns, despite many taking part in cycling using adapted bikes and other forms of accessible cycling. TfL wanted to ensure the campaign reflected the diversity of London and demonstrated that cycling is an option for everyone.

What We Did:

Working alongside The Goat Agency, we helped ensure inclusive representation was embedded throughout the campaign.

Together, we developed a creator strategy that celebrated the joy and accessibility of cycling through authentic storytelling and lived experience. By partnering with disabled creators, we were able to showcase the many ways people participate in Cycle Sundays and challenge assumptions about who cycling is for.

Why It Worked:

Authenticity was central to the campaign’s success.

By featuring disabled creators and real stories, the campaign resonated with audiences and made cycling feel more relevant and accessible to more Londoners. The content sparked conversations, challenged perceptions and demonstrated the power of inclusive marketing to drive stronger engagement.

Importantly, the campaign proved that representation is not just the right thing to do – it delivers better results!

Results:

• Inclusive creators delivered 15% higher engagement than other campaign verticals.
• Inclusive creator content achieved a 48% higher view-through rate.
• Authentic disability representation increased relevance and sparked meaningful conversations around cycling and accessibility.

The campaign demonstrated that when marketing reflects the diversity of the people it serves, it creates deeper connections and reaches more communities. By showcasing disabled cyclists and authentic lived experiences, TfL’s Cycle Sundays campaign proved that inclusive marketing can inspire more people to get active and see themselves on two wheels!