Context: Buenos Aires is a city with serious traffic and public transportation challenges. To combat this stress, the city placed dedicated Bike Lanes throughout the city. But people weren’t used to bikes as a way of getting around.
Insight/Idea: To promote these lanes we highlighted the health benefits of using bicycles as transportation, and encouraged people them to modify their habits to improve their quality of life.
Results: Nowadays, there are more than 114 thousand people using the service, 800 bicycles, 32 stations, and more than 100 km of bicycle paths. Overall, the usage of bicycles as a means of urban transport increased six times to more than 2 million trips.