The Roll Together campaign asks both bicyclists and drivers to make a promise to ”roll together” and recognize that behind the steering wheel and handlebars are real people. A 60-second public service announcement (PSA), created in partnership with Volkswagen of America, relays the campaign message of traveling with compassion.
“No one is perfect. We’re all human, and we all make mistakes out on the road,” said Bruno Maier, vice president of PeopleForBikes. “This campaign is about acknowledging the fact that we can all do better, whether we are bicyclists, drivers, or both. Let’s treat each other like we all know each other.”
“As bicycling rates soar and more and more people take to the road on two wheels, the need for compassionate behavior is of utmost importance,” said Maier. “Sometimes we cyclists can be our own worst enemies. We’re asking all the riders out there to do their best to give a good face to the movement.”
In January 2012, Volkswagen of America signed a two-year partnership with PeopleForBikes as part of its Think Blue. initiative. Think Blue. is Volkswagen’s holistic approach to environmental sustainability, encouraging eco-conscious behaviors and fostering healthy lifestyles. The “Roll Together” campaign is another way which Volkswagen is supporting PeopleForBikes on the mission to make America a safer place for bicyclists.
“Volkswagen’s Think Blue. initiative extends beyond our fuel-efficient vehicles and manufacturing practices,” said Jonathan Browning, president and CEO, Volkswagen Group of America. “We are proud to partner with PeopleForBikes in this campaign to encourage biking and ensure that people of all ages can safely share the road and roll together.”
The Roll Together campaign was supported in part by the Paul David Clark Bicycling Safety Fund, a memorial fund started in honor of Paul David Clark, a San Francisco rider who was killed in a bike-truck collision in 2005.
To watch the video and see the campaign, visit peopleforbikes.org/better.
Logo courtesy Verde PR & Consulting