Every person has their reason to ride. Professionals #ridefor their teams, some #ridefor their health, and others just #ridefor fun. Our video depicts the broad array of riding stories, from bike messengers weaving through the night traffic to teens mimicking bike stunts from movies, and all the while sharing the #rideFor campaign vignettes through hashtags. We encouraged participation by making personal connections to viewers and asking them to share their story using the hashtag #ridefor. This evolves the #ridefor message and campaign from a marketing story to a curated journey through peoples lives made from their personal motivations.