Volunteers took The Red Bike project idea and ran with it by collecting and painting bikes bright red. Our aim was to distribute red bikes around town that served to quantify the impact of one individual rider. The lonely bikes were a powerful symbol of those left in need right here in our city. The average rider in the HCRA raises enough money to pay for one month's rent for a person living with HIV/AIDS, or five months worth of life-saving medication. Each bike was a literal call to action, encouraging people to register to ride or just simply text to donate to the cause.
The guerrilla campaign was successful in generating awareness and press about the Ride, which ultimately lead to a record year for ridership and fundraising. Below is a clip from a local KVUE news spotlight on the campaign.
AD John Livingston, CW Chris Barnard