Case Study:
Earth Day / Cycling Awareness
Client: University of Phoenix
The University of Phoenix wanted to continue to impress its commitment to the Treasure Valley through green initiatives (also reflected in the new LEED Gold campus building) and community relations, as well as increase awareness of its local presence.
Because cycling fits in with the University’s green initiatives, Jeannette Duwe developed a partnership between the University and the Boise Bicycle Project (BBP). The partnership had two key mutually beneficial goals:
- Encourage “green” living through cycling
- Promote bicycle awareness and safety for motorists and cyclists
With input from both the University and the BBP, Duwe conceptualized and executed an event the weekend adjacent to Earth Day.
Event components included:
- Bike Safety Rodeo for kids put on by BBP
- Donation center for people to donate old bikes and gear to the BBP
- Bike tune up station and workshop for teens and adults
- Bike safety booths and information
- Crowning event: In 2009, three cyclists were killed in car vs. bike accidents. A tree planting ceremony in their honor involved family members, elected officials (Mayors, County Commissioners, etc.) fire and rescue teams and area children. After the families emptied the first shovels of dirt, children participating in the day’s event finished the planting efforts. The resulting visual sent a strong message centered on the importance of cycling and road safety awareness for generations to come.
Media interest in the event was a huge success, including coverage from every Treasure Valley TV station, one advance live radio interview, and coverage in community calendars and local papers. Dignitaries on hand were moved by the event and have continued to be great ambassadors of the University’s work in Idaho.
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