The #BYXE campaign grew viewership of Saskatoon’s cycling safety website by 225% in less than two months.

The City of Saskatoon wanted an engaging active transportation safety campaign - working with the Copenhagenize team, I developed captivating campaign copy to integrate safety behaviors messaging with bright photography and humor. All of the messaging was informed by a robust public engagement process I assisted the 8 to 80 Cities team with to ensure messages resonated with local concerns. I created the campaign slogan and hashtag - #BYXE, pronounced bikes, using the city’s popular airport code. Throughout the campaign’s seven month run I coordinated social media messaging and media buys based on the marketing strategy I developed.

The #BYXE campaign grew the City of Saskatoon’s bicycle safety website viewership by 225% in less than two months. The City’s residents have embraced the campaign, just look at the hundreds of bike rides people share with their friends and family on social media. Now a part of the everyday cycling culture of Saskatoon - #BYXE is the City’s bicycle brand for years to come.

Campaign & Project Coordinator at Copenhagenize Design Co. (2019)