Belgium's campaign to get people shopping on bikes

By News Editor / Updated: 07 May 2015

‘Met Belgerinkel naar de Winkel’ (in English 'with bell ringing to the shop'), is the biggest bicycle campaign in Belgium. The campaign is organized by the Bond Beter Leefmilieu (BBL) in cooperation with the Union of Small Businesses (UNIZO), the Christian Health Insurance (CM) and the Cyclist Union

Background & Objectives

The aim of this campaign is to convince the broad public to do their daily shoppings by bicycle (in stead of the car) and to choose for a local merchant in their neighbourhood. In this way every cycling client helps to get more oxygen in the community, safer roads and flourishing small businesses.

Implementation

 

In 2009 we are organizing the campaign for the eighth time. In 2002 43 local communities and more than 3500 merchants jumped on the belgerinkel-bicycle. Since than the campaign growed every year. In 2008 183 local communities and 15500 merchants participated. 113000 participants cycled almost 6 million of kilometres (or 157 times around the world). We reached with this campaign 3,2 million Belgians.

The Dutch organisation IVN is organizing since 2007 the same campaign, based on the same concept in the Netherlands (www.belgerinkel.nl).

In 2009 there is whole new concept for the campaign: a unique bikebag, designed by Belgian fashion designer (name will be presented in february to the press).>Every customer can save for this bikebag. Every time you go for shopping by bike, you get a stamp on your card from a participating merchant. With a full card you can order with a big discount the flashy bikebag at your local bikeshop.

The bikebag will be a 'must have' product and will attract new and young clients. The campaign image of 2009 will be a fashion picture, to promote the bicycle for young fashionista people. On this way we try to attract new people to cycle.

The campaign runs from 16th of may until the 20th of June 2009 and start with fashion show in Antwerp. The new campaign has been inspired on initiatives like cyclechic (www.cyclechic.org) and (www.copenhagencyclechic.com).
 

 

Conclusions

 

One of the results of an inquiry is that 28% of the participants are cycling more thanks to the character of the campaign. In 2008 183 local communities and 15500 merchants participated. 113000 participants cycled almost 6 million of kilometres (or 157 times around the world). We reached with this campaign 3,2 million Belgians.
 

 

More information

 

www.belgerinkel.be

 

Topic: 
Walking and cycling
Mobility management
Country: 
Belgium
City: 
Flanders Region
Contact: 
News Editor
Author: 
News Editor
06 May 2009
07 May 2015