Cogent Elliott has been chosen by British Cycling, the governing body of cycle sport in the UK, to handle film and online digital activity for two of its national programmes, ‘Breeze’ and ‘Ride Social’.
‘Breeze’ is British Cycling’s biggest programme to get more women into riding bikes for fun, and aims to help women feel confident about going on a bike ride.
‘Ride Social’ is Britain’s biggest social cycling community, which aims to help like minded cyclists to organise their own bike rides using favourite local routes.
Cogent’s specialist film division has been briefed to produce a range of new films to promote awareness, drive registrations and increase female participation through British Cycling’s ‘Breeze’ campaign.
The agency will also create a new campaign launch video and several short case study films of several ‘Breeze’ brand ambassador champions; women who have inspired and overcome challenges to get on their bikes and spreading the word across their local communities.