Promoting the bicycle as a means of travel in Bogota, Colombia.

Understand your audience. Our research has shown that connecting the lives and perspectives of identifiable individuals with climate solutions is likely to be effective.

Bogota, the capital city of Colombia, grew rapidly in the 1960s and 1970s as people fled violence in the countryside. But the government has tackled the big drug cartels and the city is now a Latin American success story. Like many other cities in North and South America, Bogota was built around the car, with major highways cutting through the city centre. The current Mayor, Enrique Penalosa is determined to shift the balance away from private cars to cycling and public transport – which is the way that most lower income people commute in to the city. He launched his ‘Plan Bici’ – Bike Plan – on taking office in 2015.