Transport for London has launched a series of six advertisements to promote cycling.
One advert, complete with celebs Dermot O’Leary and Edith Bowman, is currently playing to cinema audiences.
The other five short films are being distributed online only (here).
TfL also supports a diverse range of cycling projects covering low income groups, ethnic minorities and special needs through its Community Cycling Fund for London.
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Not dying is a low bar. Aim for happy cycling.