JCDecaux Pledges Pedal Power To The People
Jean-Francois Decaux, chairman and chief executive of poster giant JCDecaux, has pledged to give free bicycles to Londoners to reduce the nation’s obesity epidemic, on the condition that the Government improves cycle routes in the city.
Speaking at today’s ISBA conference the poster chief compared his plans to schemes already underway in Austria and Germany, where the group has provided 3,000 free bicycles. He said: “People get the first hour free then pay two euros per hour and the scheme is funded through advertising billboards.”
He added: “My suggestion would be that the Government builds the bicycle routes London needs and we will provide the bicycles.”
Britain’s burgeoning weight problem has hit headlines recently with the future of food advertising to children being carefully considered, with the possibility of an outright ban (see Food Advertising To Children Could Face Ban).
Decaux announced his plan after after the Culture Secretary, Tessa Jowell, called for advertisers to employ their ‘famous creativity’ to solve the growing problem of obesity amongst children.
The nation’s health has been a focus of media attention recently. Last month Ofcom cleared the British Heart Foundation’s latest anti-smoking television campaign of being distasteful, despite complaints from more than sixty viewers (see Ofcom Clears Hard Hitting Anti-Smoking Campaign).
JCDecaux: 020 7298 8000 www.jcdecaux.co.uk
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