THE PRESS ROOM - for immediate release

Vélo Québec launches its 2012 road sharing campaign

>> par Vélo Québec 
French version >>>

Montreal, Wednesday, June 5, 2012 – Today, Vélo Québec, together with 24 partners, kicks off phase two of its “Pour un meilleur partage de la route” campaign. Given the positive reaction to the first campaign launched a year ago, the organization plans to consolidate its constructive awareness-raising message to all road users.

In 2012, the popularity of biking continues to grow, along with a strong desire to encourage active transportation for a healthier lifestyle. This transformation is taking place in an environment sorely tested by the increased number of motor vehicles and all the related infrastructure and usage issues. One thing all modes of transportation have in common is the road, a mandatory passageway that we must learn to share better.

The concepts of sharing and safety that underpin the “Pour un meilleur partage de la route” campaign have been the focus of Vélo Québec’s mission for 45 years. The goal is to improve relations between road users by emphasizing basic rules and asking cyclists, pedestrians and motorists to demonstrate tolerance and civility.

The approach adopted is definitely constructive and positive rather than moralistic and intimidating. It is aimed at empowering all road users by illustrating the fact that every small gesture, no matter how insignificant, can have a beneficial impact on everyone. “We hope that this campaign will make citizens reflect on what each of us can do to make the road friendlier,” pointed out Suzanne Lareau, President and CEO of Vélo Québec. “And we are particularly proud of having rallied together 24 major partners who adhere to this common vision of road sharing,” said Ms. Lareau.

In concrete terms, the outreach of the new campaign has been extended with the addition of a promotional radio spot and three videos illustrating the fact that we can be, in turn, cyclists, public transit users or motorists. Particular emphasis is given to bus-bike interactions. The TV commercial from the previous campaign, which is still current, returns with a new narrative that completes the visual concept.

Also back is the site, which goes one step further by offering  11 info’ vignettes, including three new ones produced in 2012 (biking with children; biking in the right direction; biking in a group, biking in single file, passing a bicycle in a car), in addition to radio, TV and print commercials.The site also presents a road sharing charter. The integration of a news section related to road sharing will extend the impact of the campaign beyond its initial implementation period, that is, between June 5 and the month of September. Social media will serve to promote dialogue and mobilize transportation decision-makers who are active on Facebook and Twitter (hashtag: #partagelaroute).

It should be mentioned that one of the most striking aspects of this initiative is its critical mass of supporters. Twenty-five provincial, municipal, institutional and media partners have rallied around a common goal and will use their own resources to promote the campaign in their respective sectors. The involvement of the Société de l’assurance automobile du Québec and of the Ministère des Transports is part of an ongoing series of initiatives and reinforces the shared commitment by the partners to increase the security for all road users. Cycling is becoming increasingly popular and that is why we should seize the opportunity offered by the National Transportation Week to remind everybody that the road is a space that should be shared by drivers and cyclists in a spirit of mutual respect.

These partners are as follows:
  • Ministère des Transports du Québec
  • Société de l’assurance automobile du Québec
  • Ministère de la Santé et des Services sociaux
  • Société de transport de Montréal
  • Société de transport de Laval
  • Réseau de transport de la Capitale
  • Ville de Gatineau
  • Ville de Laval
  • Ville de Longueuil
  • Ville de Montréal
  • Ville de Québec
  • Ville de Rimouski
  • Ville de Saguenay
  • Ville de Sherbrooke
  • Ville de Trois-Rivières
  • Société Radio-Canada
  • Télé Québec
  • Rouge FM
  • NRJ
  • CAA-Québec
  • Canadian Cycling Association
  • Bixi
  • Équiterre
  • Service de police de la Ville de Montréal
  • Vélo Québec

Vélo Québec would also like to underline the work of Publicis, which has assumed the creative mandate for the second consecutive year.

More aware and better informed, cyclists, motorists and pedestrians are readier than ever to share the road.  Looking forward to crossing paths!

Vélo Québec: 45 years of biking initiatives
Vélo Québec has been mobilizing the Quebec cycling community since 1967. Agent of change, its actions include defending cyclists' rights, promoting the bicycle as a daily means of commuting to school and work, and helping governments and municipalities create a friendly environment for pedestrians and cyclists. The organization also organizes the popular Montréal Bike Fest and some 70 trips throughout the world, publishes various books and magazines, including Vélo Mag, and oversees the development of the Route verte, as well as, more recently, recreational mountain biking. Vélo Québec has worked for 45 years to provide Quebecers with an ideal cycling milieu.

– 30 –

Véronique Lavoie
Public Relations Consultant | Vélo Québec
514 521-8356, ext. 358 | Cell. 514 942-0743 |

>>>All releases