The 2001 Falco Lecture essay, the winning entry for which was presented at the Velo-city conference in Glasgow, addressed the problem of today’s young people leading much less active lives than before, so creating a future generation of unhealthy adults. It asked for the main themes of a strategy to promote the bicycle so that tomorrow’s adults use it as a normal part of an everyday healthy life.

For my entry I was able to gather ideas from various groups of schoolchildren and young people. Many of the children were very concerned that the adults who rule their lives - parents, teachers, local authorities, the government - were not doing enough to keep them active and healthy, while they themselves felt helpless to do anything about it. Some schools, like Kesgrave School, Ipswich, where the highest level of journeys to school by bicycle has been recorded at 61%, have attempted to address the problem and could act as flagships for others. But my own experience as a supply teacher working at a number of schools is that the great majority are simply not interested. Unfortunately there is still an attitude problem attached to cycling, that it is dangerous and meeting its needs with secure parking and locker provision is too much bother. Its fitness enhancing benefits are not considered, however.

So, in association with the children and young people I interviewed, the main themes of a promotional strategy that I came up with were:

The Government to take a stronger, more pro-active role in requiring action to promote cycling among both adults and children

It should be a requirement for every school to have a Safe Routes to School scheme and a School Travel Plan and Strategy, devised through consultation between parents, pupils, staff and the local authority

All schoolchildren, from Year 4 (8-9 year olds) upwards, should have cycle training appropriate to their age, including related activities such as map reading and route planning, and cycle maintenance

Middle and high schools and colleges should have a member of staff dedicated to instigating the School Travel Plan and related cycling activity

There should be more opportunity for cycling fun, including inter-school competitive events, velodrome and off-road facilities

With the National Cycle Network now largely in place, there should be far more promotion of cycle tourism

Education of parents into the necessity of physical activity for their offspring, including cycling and walking to school

Availability of cycle training for adults, particularly lapsed and novice cyclists

Roads must be seen to be safer places for cycling. Many of the problems for cyclists stem from lack of experience among drivers of the cyclist’s point of view. As part of their training all learner drivers should be required to cycle among traffic

Drivers should retake the driving test every ten years (some authorities recommend five), including the requirement to cycle. Those convicted of careless or dangerous driving should be required to retake the test at any time

There must be stricter penalties for driving convictions. Currently ludicrous sentences do not act as a deterrent or remove dangerous motorists from the road

All companies employing more than 20 staff should be required to have Company Travel Plans encouraging cycling, while provision of company cars should be strictly limited

Secure cycle parking facilities should be available at all shopping precincts, tourist attractions and public places, the number and siting of these to be in accordance with suggestions from local cyclists and potential users

Cycle carriage facilities should be available on all trains and long-distance buses, preferably free of charge

Provision of local services and facilities to decrease the necessity to travel long distances

Promotion, even prescription, of cycling by general practitioners to patients who could benefit from its enhancement of physical and mental well-being

Greatly restricted media advertising of cars

Promotion of an ‘idol’ culture of cycling heroes, as currently in football. Personalities who have excelled in cycle sport, or cycled round their own countries / continents / the world should become better known. After all, anyone could do it if they put their mind to it…..

My essay came 5^th in the competition. First prizewinner was Michael E Jackson of USA. He began by stating the health problems seen now in children which were virtually unheard of a couple of generations ago, such as a dramatic increase in Type 2 (adult onset) diabetes and obesity. These health problems are thought to result from inactivity caused by the emphasis on car travel to the exclusion of other transportation modes.

The author sees the solution in advertising. As well as the provision of better cycling infrastructure - on- and off-road bikeway facilities, secure parking, training for adults and children, etc - there should be a continuous advertising campaign promoting cycling in the same way as the automobile industry hammers away telling us how wonderful cars are. Advertising has been proven to modify human behaviour and influence the choices we make. It has been successful in encouraging people to take up smoking in spite of the known risks, while it makes car ownership seem fun despite the frustrations of gridlock, road rage and high costs. Imagine what it could do for bicycle use if properly employed.

The target of this advertising campaign should be the adult population but done in such a way as to be comprehensible to children, who like to imitate adult activities. Advertising should promote the positive benefits of bicycle use while addressing misconceptions often held, such as it being dangerous, slow, uncomfortable and ‘uncool’. It should aim to increase the desirability of the bicycle for commuting and leisure, including promotion of accessories such as clothing, lighting, bags, trailers and trailer-bikes.