winter cycling congress 2020 · winter cycling is a new term. 4 seasons of cycling − cycling year...
TRANSCRIPT
The meanings of winter cycling are constructed
in social interaction
Winter Cycling congress 2020Virpi Ansio
Sustainable Mobility Specialist
Social constructivism- a sociological theory of knowledge
Everyday knowledge
Reality is always connected to social context
What is Cycling?
healthy,fun,poor people,sweaty,for students,cool,vehicle,everyday,cycling season,etc…
Winter?
cold, dark,wet, slippery,indoors - outdoorswindy,I cycle – no I don´t,fresh,my season – not for me,we had it,etc…
Media“White avenger”!!
“Snow-inferno”!!
“White punisher”!!
Discourses related to winter cycling
Oulussa ihmetellään pääkaupunkiseudun ”talvipyöräilyä”
Oulussa ei ole koskaan varsinaisesti talvipyöräilty. Siellä on vain, no, pyöräilty – kesät talvet.
”Ei talvipyöräily-sanaa ollut ennen edes olemassa, se on aika tuore sana” (Pasi Haapakorva).
Oulu: We have actually never
“winter cycled”. We have just cycled
– year-around.
Winter cycling is a new term.
4 Seasons of Cycling − Cycling Year campaign
Do you have attitude and right equipment?
How to succeed in winter cycling?
”Meilläkin käy tämän tästä asiakkaita, jotka eivät entuudestaan ole tietoisia siitä, että pyöräily oikeilla varusteilla onnistuu myös talvella…”
We have customers who don´t know that cycling through the winter is possible and how to dress
What can we do?
What should we do?
Social Media Campaign for Year-Round Cycling
Cycling is traffic - year-round
Target groups
Communicateyear-round,
honesty, funny, alsoironically
Personification, infrastructure, stories and role
models
Communication plan
YES, normalize year-round cycling!
Pic: Martti Tulenheimo
