Sunday, September 13, 2009

the importance of education

What role can education play in a design-based bicycling advocacy business? Seth Godin offers some insight in these two recent posts.

In Taking the time to teach, Godin writes:
"What we do in the long run, over time, drip by drip, affects the market so much more than an angry reaction or urgent event.

Smoking a pack a day for twenty years is a great way to be sure you'll die early. Far more likely, in fact, than getting hit by a car. And yet it's so easy to talk to our kids about cars...

Delivering out of the box remarkability day after day counts for far more than one hit or one misstep. When we teach people about our story or our industry or about making connections, the teaching lasts.

Teaching people not only impacts the market, it changes the world. Teaching about connection and community and science, a little bit at a time, can heal our world in the long run. It doesn't happen as fast as we might like, but it works. Emergencies fade, and in the long run our teaching lasts.

The challenge is in responding with education, not reacting with anger."


The theme of education continues in Flipping abundance with scarcity:
"I think it's dangerous and often fatal to put free on top of an existing business model. Things fall apart.

People look at the free revolution and say, "oh, that could never work. If I gave x, y or z away for free, I'd fail." They're right. They will fail... If they keep the model the same and just give away stuff for free.

The way you win is by reinventing the model itself. So, for example, lululemondoing giant free yoga classes in New York. The more people come, the more clothes they'll sell... it'll become a movement. Or Crossfit, publishing their insane work outs online. The more people do them, the better the scarce part (private coaching, etc.) does.

We spent a generation believing certain parts of our business needed to be scarce and that advertising and other interruption should be abundant. Part of the pitch of free is that when advertising goes away, you need to make something else abundant in order to gain attention. Then, and only then, will you be able to sell something that's naturally scarce.

This is an uncomfortable flip to make, because the stuff you've been charging for feels like it should be charged for, and the new scarcity is often difficult to find. But, especially in the digital world, this is happening, and faster than ever."


In the first post, Godin highlights the import role of education in advocacy. In the second, Godin demonstrates how giving something away for free (in his example, free classes) can accelerate other areas of a business. I think it also points to an advocacy-based business model, where some services are free, but can help drive other, paid products or services. This is almost the reverse thinking of a more traditional model where products or services help fund advocacy efforts, but I think it can be a two way street. Each can feed the other.

properganda

Also on C.I.C.L.E.'s website is a section called Properganda - essentially ad campaigns for bikes submitted by users. Its a nice example of crowdsourcing. My favorite is a series of ads by Katie Foust that are modeled after car ads.


bicycle lifestyle guide

C.I.C.L.E.'s Bicycle Lifestyle Guide is a great example of using design to encourage and educate cyclists. The booklet is given away for free in C.I.C.L.E.'s area, or you can view online.



This booklet is clearly aimed at non-cyclists, and it would be an excellent tool for advocates to give out to encourage cycling.

Monday, September 7, 2009

design as communication

If design is essentially communication, who is the audience for bicycle-related social design?

non-cyclists -
ads and promotional materials to encourage bicycling
bicycle and accessory design to make bicycling more accessible
facilities design also makes bicycling appear more accessible
education as an introduction to cycling

cyclists -
education to enhance comfort, safety, and correct bad behavior
bicycling and accessory design to increase comfort, efficiency, etc.

transportation planners and policy makers -
promotional materials to encourage new policies
education about cyclists needs
this group has control over facilities design

motorists -
ads and promo materials to increase awareness of cyclists (and cyclists' right to the road)
education to correct bad behavior
facilities design that encourages positive interaction with cyclists

As I think about designing projects, I need to keep in mind, who is my target audience?

areas of design in bicycling advocacy

What are some of the areas design can be used in bicycling advocacy?

bicycle design - designers are constantly re-imagining the bicycle to make it accessible to more people, more transportable,

accessory design - accessory design can run the range from products to increase safety (lights, helmets) to products to aid in carrying items by bike to accessories aimed at promoting bike culture

facilities design - ranging from signage, mapping, to on- and off-road bicycling specific facilities

ads and promotional materials - graphics, signage, and campaigns aimed at increasing bicycle

educational materials - printed and online materials designed to educate, as well as cycling curriculum design

branding - advocacy organizations and bike specific campaigns can benefit from clear branding to help spread their message

why is bicycling important?

The goal of this site is to explore the ways in which design influences bicycling advocacy. Design plays a critical role in promoting bicycling and increasing bicycling use in both developed and developing nations.

But why is bicycling so important as a social design project?

Bicycling can be used as a solution to these problems in the US and other developed nations:
-pollution and climate change
-dependancy on foreign oil
-adult obesity and wellness
-childhood obesity
-nature deficit disorder
-disconnection to local environment
-self esteem and body image
-lack of play and non-work time
-lack of freedom and independence

In the developing world, bicycling can be used to:
-increase travel distance
-increase access to medical care and supplies
-increase access to education
-increase freedom, independence, and mobility