In order to improve the quality of life, it’s necessary to begin by improving the way people travel. Taking into consideration the environmental impact and health as fundamental values, it was decided to implement the campaign “Mejor en Bici” (Better By Bike) to inform that this means of transport is healthier, fast, green, safe, inexpensive, and accessible.

The main challenge was to choose a message describing, in a powerful way, the advantages of riding bicycles to move around, to enjoy the city and, on top of that, to improve health.

Part of the creative process implied selecting the vital parts of the body benefiting from exercise; introducing them with a simple, iconic, and attractive aesthetic; and showing the positive impact of riding bicycles that is directly associated with a healthy lifestyle, the outdoors, and most definitely with a better quality of life.

The program began in 2010 with three stations, 72 bicycles, and 100 daily trips. Thanks to the campaign, nowadays there are more than 114 thousands of people using the service, 800 bicycles, 32 stations and more than 100 km of bicycle paths.

Overall, the usage of bicycles as a means of urban transport increased six times, and more than 2 millions of trips with the bicycles of the program have already taken place. By the end of 2014, about 11 millions of annual trips and 200 stations are estimated.