Working with DO NOT BEHAVE, the new agency founded by Jo Moore, we created a social and OOH campaign for Pedal Power, a community cycling club for people with learning disabilities.

Built around the line THIS IS FREEDOM, taken from a member after their first independent ride, the work uses bold portrait photography and simple messaging to hero both the riders and those who support them. As part of the campaign, we also recruited Paralympian Blaine Hunt as Pedal Power’s new brand ambassador.