The simple philosophy of CYCLE Kids Inc, is that getting kids to eat healthily and enjoy the benefits of fresh air and exercise is as easy as riding a bicycle.
A playful campaign was developed. It invites readers to reminisce about the sheer joy of owning and riding a bike as a child, how good it feels to exercise, how healthy it is for the body and the heart. Using these stories as a starting point, each of the collateral pieces informs readers about how the organization empowers children to stay fit and how much they benefit from the program.
Proof of the efficiency of the appeal lies in the growing popularity of CYCLE Kids in Cambridge, Massachusetts.