Bike to Work Week: A Case Study in Successful Behavior Change (Canada)

Initially, Bike to Work events in Victoria, British Columbia inspired only committed cyclists to ride to work. An effort to convince provincial government employees to bicycle to work by linking the message to the province's own "green" initiatives was not recruiting new cyclists to bicycle commuting.

Organizers soon realized that the event attracted committed cyclists, not the potential and non-cyclists who were their real targets.