Mirrors
The Bar
New Ones
Description
The campaign encourages safer cycling for seniors – with humour and a twist
A nationwide campaign, “Safe Cycling – for Life,” helps older cyclists stay safe through three short films promoting simple measures: Using panniers, installing mirrors, and choosing low step-through bikes.
Many cyclists aged 65+ continue riding as before despite reduced balance and reaction time, increasing the risk of falls.
To stand out, the campaign uses humour and playful double meanings rather than a traditional serious tone. The aim is to engage older audiences in a more relatable and memorable way.
The message is simple: small changes can make cycling safer—so you can keep riding for years to come
This professional campaign titled 'Safe Cycling – for Life' was published in Denmark in April, 2026. It was created for the brand: Danish Road Safety Council, by ad agency: U ITCH I SCRATCH. This Film medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 5 days ago.
Credits
Director: René Kammersgaard
DoP Mattias Troelstrup
Sound Design: Morten Søegaard
Editor: Søren Ottesen
Production Manager: Nils Nørløv
Colourist: Rasmus Hedin
Executive Creative Producer: Mads Marstrand
Creative Producer: Jacob Salling
Art Director/Copywriter: René Kammersgaard
