To achieve the University's iCAP goal to reduce transportation emissions by 50% in 2025, the campus should encourage and promote bicycle ridership through every means possible. As the 2012 Bike Sharing Feasibility Study found, the two largest barriers to increasing bike ridership on campus are degraded infrastructure and lack of bicycle education. Facilities & Services is working to address the campus' infrastructure problems through the recently updated 2013 Campus Bike Plan, and will begin implementation of that plan this summer with a number of new infrastructure projects. The educational component of bike ridership is equally important, and the 2013 Campus Bike Plan also makes recommendations to increase bicycle education and encouragements efforts on campus.

This project will launch a new increased effort to promote bicycles as a viable form of transportation, increase the safety of existing and future cyclists, and improve the perceptions of bicycles on this campus. While many existing bike educational efforts only target existing bicycle riders, this project strives to inspire behavioral change by converting more people into bicycle riders and supporters. This project will include a number of tactics, including events, courses, interactive contests and challenges, videos, printed & digital signage & materials, social media, and advertisements to reach and engage as many students as possible.