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#100Million Reach Challenge in London: Behind The Scenes

Blog post   •   May 26, 2016 13:14 BST

The #100Million Reach Challenge is now up and running (or cycling, rather!), with PR agency Edelman Deportivo in London last week to begin filming footage for Hövding’s story.

The campaign aims to raise awareness about the problems and dangers of cycling on London’s roads and highlight the issues to the capital's leaders.

James Bull and Kate Parker of Mynewsdesk UK went down to meet the crew in Shoreditch and see behind the scenes!

Hövding wearing cyclist strolls along a Shoreditch path

Following and speaking to cyclists on their journeys through a web of one-way systems, tricky T-junctions and rammed roads, Hövding’s campaign will gain insight into and give a platform to their thoughts, fears and ideas.

One of the faces of the campaign, James Bull poses with his Hövding

As someone who rides a Boris Bike to work every morning, Edelman Deportivo were keen to get our very own country manager, James Bull, on film. And of course he obliged, happily putting the Hövding airbag helmet around his neck and strolling through Shoreditch with his borrowed bike!

Interview with a London cyclist


So with almost all of the filming and interviews complete, Edelman Deportivo will now return to Sweden to begin compiling the footage and creating what’s sure to be a moving and powerful video. Watch this space!