Humana Inc. has become a premier sponsor of peopleforbikes.org, a nationwide pro-bicycling campaign. The campaign is an unprecedented effort to unite 1 million bicyclists of all riding styles and abilities to encourage government leaders to support cost-effective legislation that improves bike paths, lanes, trails and other facilities from coast to coast.
The backbone of the campaign, which was created by the nonprofit Bikes Belong Foundation, is a pledge in support of safer bicycling in the U.S. The campaign, which launched in 2010, has already generated more than 175,000 pledges toward its 1 million goal.
Humana’s sponsorship will allow the campaign to grow in 2011, with broader reach in advertising, public relations, social media, at events, and through in-store promotion at bicycle retailers.
“At Humana, we are committed to supporting programs that result in healthier lifestyles and healthier communities,” said Raja Rajamannar, Humana’s chief innovation and marketing officer. “Bicycling is one of the simplest ways to help solve some of our nation’s most pressing problems, including serious public health crises such as the obesity epidemic. By supporting the peopleforbikes.org campaign for better bicycling in our country, Humana is taking the latest in a series of steps designed to make healthy things fun and fun things healthy.”
“We are thrilled to have Humana on board to sponsor our important mission of improving bicycling through our peopleforbikes.org campaign,” said Bruno Maier, vice president of Bikes Belong. “As our leaders plan for the future of transportation and recreation in America, we need to send a unified message that bicycling is important and beneficial to individuals and our nation. Humana’s support will enhance our ability to do this.”
Bikes Belong and Humana first teamed in 2008, when they took 1,000 bicycles to the national U.S. political conventions in Denver and Minneapolis-St. Paul. The “Freewheelin” campaign was a huge success, with riders from all 50 states, Washington D.C., and 37 countries taking more than 7,500 free bike rides, pedaling more than 41,000 miles, burning 1.3 million calories and reducing their carbon footprint by 14.6 metric tons.
