Posts tagged Research.

Assignment 2: Research Phase

Goal: To normalising cycling to/from the city for women (It’s not just for those in lycra!


  • Cycling isn’t “cool”
  • Inconvenient, makes you sweaty, rumples clothes, messes hair, not opportune for working professionals who must look sharp
  • Can’t hold things easily like brief cases/bags
  • Seen as exercise more than as transport

 Possible solutions:

  • Ad campaign to make it cool/fashionable
  • Make bikes that can hold brief cases/anything work pro’s might need
  • Promote health benefits/getting fit/attractive angles.
  • Design anti helmet hair helmet
  • Organise cycling event/expo for workers or average people (not for lyrca wearers!)
  • Clothing line for bikers/clothing protectors

 Health Benefits:

  • People who cycle regularly live longer than those who do not and lead healthier lives (Paffenbarger, Hyde, Wing and Hsieh, 1986)
  • Strengthens the immune system and prevent illness. (“The Health benefits of Cycling”, n.d.)
  • Activates most muscles, which trains and tightens the muscular systems, making it stronger and function more effectively. (“The Health benefits of Cycling”, n.d.)
  • Cycling posture encourages lower back muscle stimulation, thus strengthening the spine and securing it against external stress. It reduces the likelihood of back pains and other problems. (“The Health benefits of Cycling”, n.d.)
  • Has a positive effect on bone density and strength. (“The Health benefits of Cycling”, n.d.)
  • Reduces the likelihood of arthrosis, by stimulating metabolic produces, and feeding and protecting cartilage. Protects joints. (“The Health benefits of Cycling”, n.d.)
  • Physical activity regulates stress. (“The Health benefits of Cycling”, n.d.)
  • Stabilises the physical and emotional functions of the body. Counteracts axiety, depression and other psychological problems. Also controls hormonal balance. (“The Health benefits of Cycling”, n.d.)
  • Strengthen respiratory muscles, improves ventaliation of lungs, improves oxygen exchange. (“The Health benefits of Cycling”, n.d.)
  • Makes the heart stronger, less heart stress, Heart attack risk reduced by more than 50% when cycling regularly. (“The Health benefits of Cycling”, n.d.)
  • 70% of body weight is held by the saddle, thus making it easier for mobility, which allows to increase physical fitness and stimulate fat metabolism. (“The Health benefits of Cycling”, n.d.)
  • Train to use up fat reserves and changes cholesterol balance, to more favourable one. (“The Health benefits of Cycling”, n.d.)
  • Reduce high blood pressure, avoid stroke, lowers heart rate. (“The Health benefits of Cycling”, n.d.)
  • Reduce the risk of colon, breast, prostate and pancreatic cancers, possibly lung and endometrial cancers too. (“The Health benefits of Cycling”, n.d.)
  • Improves stamina, reduces tiredness and fatigue. Promotes sense of well-being. (“The Health benefits of Cycling”, n.d.)
  • Boost immune system. (Herdrich, 2011)
  • Lose weight. (Herdrich, 2011)
  • Tone muscles. (Herdrich, 2011)
  • Work unique muscle groups. (Herdrich, 2011)
  • Mental health benefits. (Herdrich, 2011)
  • Increase stamina. (Herdrich, 2011)
  • Reduce risk of heart disease. (Herdrich, 2011)
  • Release endorphins. (Herdrich, 2011)
  • Studies show that moderate activity, such as cycling, strengthens the immune system and thus contributes to a healthy life. It can also increase activity against tumour cells, assisting the prevention of related illnesses. (“The Health benefits of Cycling”, n.d.)
  • During cycling, most of the body’s muscles are activated. The leg muscles are responsible for the pedalling movement; the abdomen and back muscles stabilise the body on the cycle and cushion external influences; and the shoulder-arm muscular system supports the body at the handlebars. All this trains and tightens up the muscular system, making it stronger and able to function efficiently. (“The Health benefits of Cycling”, n.d.)
  • Cycling has a positive effect on bone density and strength. Moreover, a muscular system strengthened by cycling supports and protects the skeletal system. (“The Health benefits of Cycling”, n.d.)
  • Posture when cycling is optimum, and the cyclic movement of the legs stimulates muscles in the lower back, where slipped discs are most likely to occur. In this way the spine is strengthened and secured against external stresses. In particular cycling can stimulate the small muscles of the vertebrae which are difficult to affect through other exercise. This can help reduce the likelihood of back pains and other problems. (“The Health benefits of Cycling”, n.d.)
  • Cycling is especially good at protecting and feeding cartilages as the support given by the bicycle means that the forces that act as a result of body weight are significantly reduced. The circular movement of cycling assists the transport of energy and other metabolic produces to the cartilages, reducing the likelihood of arthritis. (“The Health benefits of Cycling”, n.d.) 

Urban benefits

  • Less road congestion
  • More car park spaces
  • Less pollution 

Cycling in other cities

New York:


  • Recreation and sport
  • Regular physical Activity
  • Easy and relatively inexpensive way to travel
  • Reduces road congestion and cuts down pollution
  • Means of employment for messengers and delivery people


  • Injuries and fatalities

Increasing bike safety:

  • Bike lanes
  • Properly used bicycle equipment

Bicycling audiences

Cycling as a sport

Recreational Riders

 Products for anti helmet hair

 Campaign Stategies:

  • Design new helmet to prevent hat hair
  • Design or promote bicycle that holds brief cases and is highly customisable
  • Ad Campaign to improve image

 Target audience:

  • Females 19-25
  • Retail workers, shoppers, worried about appearance/clothing/hair
  • Trying to save money
  • Trying to reduce carbon footprint
  • Trying to be healthy
  • May drive or catch public transport, rather than cycling


The Health Benefits of Cycling, (n.d.). Retrieved from the Cycle Helmets website:

Herdrich, K. (April 29, 2011). Retrieved from the Yahoo! Sports website: