Bike to Work Week

It’s bike to work week and time to RIDE! That being said, we’re a little disappointed by the iconography our Metropolitan Transit Authority is using to advertise what we otherwise think is a worthwhile cause. It reminds us of an essay by Michael Smith about a poster designed for the equally clueless New York City Department of Transportation.

Our MTA seems to feel that only children should ride bikes–at least that’s the unconscious subtext of the image on the left. The hand-less and foot-less cartoon figures they use, with their small doll-like bodies look like kids. Even though they don’t have faces, they also don’t look particularly happy. Is that because they are going to work (who wants to do that!) or because they are riding a bike in the notoriously bike-unfriendly Los Angeles? The hidden, and I’m sure unintentional message from MTA seems to be, “we’re advertising biking in LA because it makes us look good, but if you actually do it you are a childish dork.”
And speaking of dorks, check out the pained and terrified dude on the cover of the outdated and useless Los Angeles Department of Transportation bikeway guide (click to biggify). Flip to the backside of the map and there’s another copy of this same image, this time occupying fully a third of what could be useful space for tips on how to bike in LA. Like the MTA, the LADOT seems more interested in spending lavishly on curious promotional efforts that simultaneously make it seem like they are doing something while subconsciously discouraging anyone from actually riding a bike. After all, if the kind of middle class folks this map and the bike to work propaganda is aimed at took to the streets in great numbers LADOT would have a problem on their hands given their fondness for building pedestrian and cycling unfriendly high-speed blighted freeways through our neighborhoods.

A tip to the powers that be–first spend your money on making LA more walkable/bikeable and if there are any dead presidents left over for advertising at least try for some sexier imagery. Start with a look at Urban Cyclist–even the old codgers at SurviveLA know these hip kids at are on to something with their free issue #1.

And while we’re not thrilled with the MTA ad campaign, we like some of the festivities planned for this week:

Monday– a free concert by the Ditty Bops and a guest appearance by the ubiquitous greenmeister Ed Begley Jr from 11:30 am to 1pm on the south lawn of city hall.

Tuesday–Blessing of the Bicycles at Good Samaritan Hospital.

Thursday–The Hollywood and Western Pit Stop hosted by illuminateLA who promises voluminous swag and refreshments from 7 am to 10 am followed by barricade storming.

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  1. Thanks for the essay by Michael Smith. When I downloaded the BTWW flyer to post on iLA, I was quite discouraged. The colors, the shapes, the composition, the message…. WTF were they thinking when they approved this “art work.” And imagine my discouragement when we went to the BTWD pit stop orientation meeting and I saw the shapeless people who would be hosing the 28 pit stops. Ugh! And of course you got free parking for showing up at the orientation and the pit stop hosts gave driving directions to their pit stop. Huh?!

    Metro should really spend some money in hiring a good branding person who can change their image and their attitude. Oh and the branding person needs to be a cyclist first involved in the cycling community (not a recreational cyclist,) a transit user second, and a driver third!

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