Do you remember or notice all those "Got Milk?" ads. They were general ads about milk by the government as an economical tactic. I strongly believe a tactic like this would be great for bikes, too. i drive a tow truck in Kamloops for http://towtruckkamloops.com/ and occasionally visit Vancouver Island so across BC I get to see all the ways in which more people riding bikes would not only help the environment but traffic congestion and a host of other problems. The government in BC should sponsor an ad campaign making biking to work cool, because as a tow truck driver I see so many silly situations where people obviously don't need a car. They drive a big truck to work a measly four blocks every day and it makes me laugh, especially when they crash I need to tow them. Anyways, this is just a thought.