Sappi Ideas that Matter - Book 7

North America
CYCLE Kids Awareness Campaign
CYCLE Kids Inc
With child obesity statistics climbing at an alarming rate,
getting kids to eat healthily and enjoy the benefits of
fresh air and exercise is as easy as riding a bicycle.
This is the simple philosophy of CYCLE Kids Inc, an
independent, non-profit organisation established to
introduce children to the joys of cycling, the benefits of
healthy eating, and the world of physical science. The
organisation grew out of the founders’ strong desire to
address the health and emotional issues facing today’s
under-active, often overweight, children.
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 organisation empowers
children to stay fit and how much they benefit from the
programme.
A wide range of collateral was used: an organisational
brochure, pocket folders, posters, local bus advertising
and, of course, thank you cards. All were designed to
work together in a number of different combinations to
suit different audiences.
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In fact, it was the sheer joy of riding a bike that inspired
Lucas Roy, an independent designer from Boston,
Massachusetts, together with writer Jean Gogolin,
photographer Tim Llewellyn and CYCLE Kids Founder
and Executive Director, Julianne Idlet, to design this
charming campaign.
Through the playfulness of illustration and the
enthusiasm of photography, the brochure invites readers
to reminisce about the sheer joy of owning and riding
a bike as a child, how good it feels to exercise, how
Proof of the efficiency of the appeal lies in the growing
popularity of CYCLE Kids in Cambridge, Massachusetts.
Proof of the campaign’s timeless appeal lies in the effect
it had on designer Lucas Roy: ‘Throughout the process
we received a generous amount of support and to see
the kids that benefited from the classes was worth all
the hard work. We were just happy to be part of the
big picture.’