Communication
Cycle superhighways are increasingly gaining ground in the national transport agenda, while the awareness of cycle superhighways is growing in the general population. Therefore, it becomes increasingly important for cycle superhighways to be communicated somewhat consistently, regardless of where they are established across the country.
With cycle superhighways being the third pillar in Danish regional transport planning, it is also important that communication about cycle superhighways continue to be based on solid data and consistent evaluations. Data collection and impact evaluations are therefore crucial for the communication about cycle superhighways, whether you already have cycle superhighways, are planning to establish them, or have implemented all planned cycle superhighways.
Communication about cycle superhighways, key figures and results of the routes, can, among other things, support:
- The narrative about cycle superhighways and the effects of the infrastructure
Well-documented results are crucial in branding and increasing awareness about cycle superhighways, e.g. through stories in the media, on municipal websites or in publications. Particularly in the press, numbers and effects are interesting and solid recurring data is essential. - Knowledge sharing, exchange of experiences, and cross-sector collaboration
In the sharing of knowledge and exchange of experiences with e.g. other municipalities, cycle superhighway collaborators, bicycle planners or cycling researchers, results and effects are typically highly sought after. - The local, regional and national political anchoring
If cross-municipal regional cycle superhighways are to be politically prioritized in individual municipalities and regions through support for cycle superhighway collaborations, politicians must be able to document the effect of the municipal investments in the routes and the regional investments in cycle superhighway collaborations. Simultaneosly, it is important on a national and political level to have data that supports the effect of cycle superhighways as an infrastructure category to better compare to other regional infrastructure.
Cycle superhighways makes it easier for more people to bike the entire or part of their commute. However, simply constructing a cycle superhighway does not necessarily guarantee awareness on and understanding of the route and concept. Therefore, effective and clear communication is essential – both along the route, concerning the route and about cycle superhighways in general.
The following sections presents communication efforts throughout the life cycle of a cycle superhighway, focusing on road work communication, events and campaigns, key figures and effect communication and press and publicity.
