Don’t know if this ran here. I imagine those Miller ads usually run during TV sports, which I don’t watch.

Perceptions are that bicycles are for geeks or grad students, or are weekend toys ridden by overpaid yuppies who read Buycycling Magazine. Not for real people with real missions to accomplish. Like getting some beer at the corner store.

I don’t think we will get leading edge change from Depts. of Transportation, who tend to think linearly and are rightfully conservative. We are likely to get disjointed change from landscape architects and bicycling facility designers, who are motivated by the politics of change as much as by sound if avante garde engineering. We probably have more to gain from Joe Sixpack and his friends, who will be taking abrupt energy cost changes in the pocketbook and have to deal with it ASAP, on the infrastructure that exists.

Cyclists, pedestrians, transit users, NEV drivers and others could band together to change the beliefs again, in the interest of health, environment and economics.

This is not to say we don’t need to change the Form; we certainly do. We need both strategies.

Going beyond the logic and data-driven discussions about bicycle driving and using inspirational, creative framing inspires a much broader audience. It also breaks through some of the emotional blockades which are impervious to logical arguments.