CTC first had the idea to create a cinema ad that directly linked cycling to tacking climate change last year and applied to Defra to fund it through its 'Tomorrow's Climate, Today's Challenge' initiative.
We were awarded a grant of nearly £300,000 to raise awareness about climate change amongst the five million regular cyclists as well as those who had cycled in the past - or would like to in the future.
This is part of an overall government campaign of over £3.5 million, involving some 50 organisations all looking to communicate climate change issues to new audiences to help raise awareness and spark a debate about how we can help individually - and together - to start tackling what many are calling biggest threat facing the world today.
And CTC is not stopping with the advert - we are also developing exhibition stands to show across the country, events, a DVD, posters, viral downloads, leaflets and this bespoke CycleHero website.
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