Public Promotion of the Program

The Ciclovía Recreativa should be constantly promoted to the public in general and to various sectors of society including: politicians from all levels of government, business owners, universities, social groups, the press, athletes, artists, intellectuals, religious groups and centers, and neighbors. This promotion should begin before the initiation of the program and continue on a permanent basis as an important factor of sustainability.

There exist multiple forms of initial public promotion, depending on the circumstances of each municipality, such as the available budget.

Promotion within the general public: Use mass media 2 weeks before the inauguration of the program.  Hold one or two press conferences where you supply in-depth information and resolve any concerns. You can use press releases or direct mail campaigns.

Promotion within opinion groups: Establish direct contact through meetings and forums (during the initial phases).  This activity corresponds to what we have called the stakeholder consultation (see section 1).

Promotion before neighbors and transporters: It is of particular importance to manage their doubts and worries personally, and to guarantee their mobility will not be affected.  It is helpful to distribute fliers to each house and business along the route of the Ciclovía Recreativa.