megapolis 2025: mikael colville andersen: 4 goals for promoting urban cycling
TRANSCRIPT
COPENHAGENIZE
500,000 people.
37% of commuters.55% in city centre.
80% cycle all winter.
Not “cyclists”.
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- Three decades [doable in 5-10 years]- Slowly & steadily- All the mistakes have been made- Visionary political decision- making
The Modern Copenhagen Experience
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Bicycle Culture 2.0History repeating itself.
It worked before - it’ll work again.It ain’t synchronized swimming.
It’s our history.
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Why do Copenhageners ride?56% - Quick & Easy.19% - Good exercise.6% - Inexpensive.1% - Environment.
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History’s Greatest Marketing FlopEnvironmentalism.
4 decades of finger-wagging & guilt trips.Few results.
Sounds like bicycle advocacy. . .
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Goal #2Applying Basic Marketing
Techniques to Urban Cycling.Fantastic product for individuals & society.
More focus on the positive not the negative.
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A bold, precocious playmate for your palate.
Cheeky and yet flirtacious. Well-designed to dance tango
with red meat, excellent cheese and sultry Italian fashionistas.
Grapes hand-picked by large-breasted virgins.
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Experience dizziness & nausea!Vomit on your shoes!
Embarrass yourself in public!Enjoy a mind-numbing hangover
and lose a day of your life!Become an alcoholic, lose your job,
family and die penniless with liver disease!
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Marketing Cars:Bicycles taught them everything they know.A century perfecting the art of selling cars.
Never a negative word despite overwhelming facts.
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Motoring Helmets - 1980’s“You have made a sound decision to purchase a Davies Craig
Motoring Helmet. Wear it without feeling self-conscious. Ul-timately, motoring helmets will become commonplace. In the
meantime, you will be a leader whom those who may consider your good sense misplaced will surely follow.”
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Motoring Helmets - 2001“In 44 percent of cases of car occupant head injury, a protective headband,
such as the one illustrated, would have provided some benefit.
The potential benefit of such a device (reduced societal Harm) is as high as $380 million.
Head injuries reduced by between 25%-67% depending on material used.”
University of Adelaide/Monash UniversityRoad Accident Research Unit
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Goal #3Stop Ignoring the Bull.
The Sacred Bull in Society’s China Shop.Look at the problem. Deal with the problem.
Restrict movement. Medicate. Castrate..
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Goal #4Re-democratisation
Re-branding urban cycling.Separation from sub-cultures.
Re-humanising it.For The Common Good & Liveable Cities.
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The Good News from CopenhagenCopenhagen: $1.10 profit for every km cycled.
53 cents: Value of living 7 extra years.22 cents: Value of being less ill whilst alive.
35 cents: Value of health costs saved.
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More Good NewsDenmark:
+25 cents profitfor every km cycled.
-16 cents net lossfor every km driven.
Monumental MotionOrchestra of human-power.
Human architecture.Urban Mobility legacy.
Everyone wants to live somewhere nice.
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“The steel horse fills a gap in modern life, it is an answer
not only to its needs, but also to its aspirations. It’s quite
certainly here to stay.”
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“The steel horse fills a gap in modern life, it is an answer
not only to its needs, but also to its aspirations. It’s quite
certainly here to stay.”Le Vélocipède Illustré, 1869
World’s first cycling magazine