Instead of launching a standard ad campaign, we created a movement called #TheBlueBikesEffect. We plastered our city with true stories of real riders feeling the empowerment, relaxation and freedom of Bluebikes. Then we invited Metro Boston to share Bluebikes’ positive effect on their life. One by one, bike by bike and street by street, passengers became riders and commutes became journeys. As we enter year two, we’re ready to roll out content focused on how Bluebikes benefits community connection and environmental health, as well as individual riders.