Cyclists and potential cyclists

Who is the target group?
Individual users comprise those who might get a benefit from increased cycling facilities and promotional campaigns. These will include individual citizens (cyclists and potential cyclists) but also cycling user groups because are important multipliers on the local level.

How can the target group benefit from PRESTO?
The bicycle is an ideal tool to foster physical exercise in a society which is massively affected by health problems that result from a lack of “active” mobility and “bad” nutrition (e.g. obesity, heart problems). One of PRESTO’s strategic objectives is to raise awareness for the positive health effects of regular cycling during and beyond the project (lasting change of minds, information, promotion). Foster the market uptake of the electric-bicycle as innovative means of urban transport, which widens the target group by addressing specific user needs (e.g. older people, people in hilly parts of town).
People can benefit from PRESTO in different ways. The PRESTO cities will strive for the promotion of cycling through tailored campaigns. They will also activate cycling projects such as “bike to school”, “bike to work” and “bike to shop” to get more people cycling during their daily trips.

How is the target group involved in PRESTO?
PRESTO aims at involving 10.000 of citizens in local activities and a wide range of target groups, e.g. children, students, older people. Five “try-out days” of pedelecs such as electric bicycle demonstration events and longer term electric bicycle trials will be organized in the PRESTO cities. These are meant for people who already cycle – they can try a different way of cycling - but also people willing to start cycling but are excluded from traditional bicycle campaigns because leave in hilly areas or elderly people.