Provincial cycling advocacy organization Share the Road Cycling Coalition was looking to increase their profile and encourage the provincial government to invest in bicycle friendly communities. A communications and public affairs strategy was required to communicate the good work of the Coalition and to put cycling infrastructure investment on the Ontario government’s radar.
The Brown & Cohen Solution
Use media relations to communicate Share the Road’s key
messages to the public in order to change the conversation around a highly
Organize Share the Road’s first annual Queen’s Park Day to
coincide with the 2012 Ontario Bike Summit.
Develop an award program to acknowledge public leaders and
provincial politicians for their contribution to cycling in Ontario at a
Queen’s Park reception.
Launch on Ontario Cycling Advocacy Network (OntarioCAN) to
train grassroots advocates on key issues of importance in order to meet with
MPPs in their constituencies.
Develop an advocacy kit for the organization. The kit
provided an explanation of Ontario’s political system and advice with easy to
follow steps to guide interaction with MPP`s.
Position the 2012 Share the Road Ontario Bike Summit in Toronto
as an opportunity for cycling stakeholders from across the province to bring
the conversation to Queen’s Park.
Support Share the Road’s regional Bike Summits and Rides to
develop a local presence in dozens of communities.
the Road Cycling Coalition has put cycling on the provincial agenda including:
Ontario Bike Summit generated significant media attention in all four major
news print outlets including the Globe and Mail, National Post, Toronto Sun and
the Toronto Star. In addition to mainstream Toronto coverage, the Coalition has
been featured in dozens of news stories in outlets across the province. GOVERNMENT
the Road’s first annual Queen’s Park Day was a resounding success, attracting 35
MPP’s from all three parties. In 2012, Ontario released its first provincial
cycling strategy in over 20 years, in part due to the good work of Share the
Road Cycling Coalition.
Ontario CAN has attracted over 30 engaged advocates and is meeting with MPPs on
issues of importance in constituencies across the province.
the Road and Brown & Cohen are currently working on setting up the
Legislature’s and Canada’s first multi-partisan Bike Caucus that will bring Legislators
together on this important issue.
In 2013 Brown & Cohen won a Canadian Public Relations Society Silver Award for Government Relations for their work on Share the Road Cycling Coalition