European community for mobility management

The Danish Bike to Work campaign organised by the Danish Cyclists' Federation has been analysed by COWI, a consulting group working within Engineering, Environmental Science and Economics.

The study shows that the campaign in 2011 was good business for Danish society, producing a profit of DKK 43 million (approximately €5.7 million), which is a 356 percent return on investment. Since its inception in 1997, the main purpose of Bike to Work has been to get more people to cycle to work and motivate those who already do so to keep on going. Up to 100,000 people have participated, at a cost to the organisation behind the campaign in 2011 of approximately DKK 8.8 million. The money is well spent, concludes the new study by COWI.

‘It was important for us to measure the societal influence of our campaign. There has always lacked a calculation of the economic effects, showing the value of increased cycling’, says Frits Bredal, Head of Communications at the Danish Cyclists' Federation.

Source