The project consisted in creating a communication's strategy for the Portuguese Touring Cyclists' Federation (FPCUB) directed to the growing community of bicycle commuters, who initially felt suspiciously towards the Federation as they claimed their interests and demands for better cycling conditions in the cities were not being well addressed by this lobbying agent, as opposed to those of mountain and road cycling.
I conducted the project by creating a leaflet directed at this new and continuously growing community but also the general public, by providing useful information on how to safely ride a bicycle in the city.
The use of photographs instead of illustrations aimed at making the idea of cycling in Portuguese cities not just wishful thinking but a real, existing and ongoing possibility.
The FPCUB also wanted to augment the number of paying members and the leaflet worked as the way in for bicycle commuters who sought representativeness and services like insurance on the road.
