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Taking the Cause of Safe Cycling to the Streets of London

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Taking the Cause of Safe Cycling to the Streets of London

We've touched upon the subjects of storytelling and scalability, and how these come together to create campaigns that make your brand values come alive in a bigger way. I would now like to flesh out how we've done this in the campaign we've prepared for Mynewsdesk and Hövding: The 100 Million Reach Challenge.

We've based our storytelling around social purpose. We think that connecting the benefits of your business to a higher cause for more people than direct customers translates into better business. Now, what's s a higher purpose than aligning with people who agree with you and want to change the world for the better? There is none. You could see it clearly at this year's Super Bowl. Companies paid millions for a few seconds of ad time, but the only thing people talked about was Beyoncé raising her fist. Political agenda is here to stay.

That is why we talked to Hövding about taking the cause of safe cycling to the streets of London and eventually to the very inbox of the Mayor of London.

We've applied a layer of tech to enable political interaction from where the frustration stems – on and from the actual bike. The final solution you'll have to wait for and see in the campaign. However, I can tell you that this campaign gives the bike bell a whole new meaning.

For the initiative to mean something in the long run and just not ebb out as a spoof, we've drawn it up together with the London Cycling Campaign. They are a 12,000-strong membership organization pushing for safer cycling in London. This way the campaign stays with them afterward and facilitates for greater dialogue between them and the Office of Transportation.

We will also tell our story in a film explaining the initiative with the help of a few London cyclists and a ten-year-old who´s practicing to ride his bike safely enough to get along.

The new Mayor of London needs to keep his promises regarding greater cycling infrastructure. We’ve created one big reminder, and it will be visible on the streets of London and on global news from June 7th.

I hope you'll enjoy the show. Moreover, get involved!

Hermes Holm, Public Affairs Manager, Edelman Deportivo



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Hövding - Airbag for cyclists

Hövding started out in 2005 as a master’s thesis by the two founders Anna Haupt and Terese Alstin, who, at the time, were studying Industrial Design at the University of Lund.

The project resulted in the concept of an airbag helmet, which won Innovationsbron’s Ideas Grant. This kick-started the process of developing Hövding into a real product. In 2006 Hövding won the Venture Cup, after which Hövding Sweden AB was founded.

Over the years Hövding has grown from just two people with a great idea, to a NASDAQ-listed company that handle everything from development and production to marketing and sales. Today Hövding consists of a team of around 30 people, all triggered by the word impossible, and Hövding’s airbag for cyclists is available in 16 markets across Europe.

The headquarters are located in an old chocolate factory in Malmö – the sixth greatest cycling city in the world. Final assembly of Hövding is carried out in association with the Japanese Company Nihon Plast.

Monbijougatan 17C
211 53 Malmö
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