The Toronto program, for example, once used animated television PSAs to promote lawful cycling. Over the years, newspapers in communities with lots of bicycling have featured regular bike-related columns. For example, the daily in Indianapolis IN used to carry a column that discussed local bicycling issues and listed upcoming events. In many communities bicycle programs or groups have produced bike maps that show preferable routes around town or that rate the streets in terms of their difficulty for bicycling. The Calgary AB map featured the community's bikeway system and was paid for by advertising.
Literature can help potential users over the hump of inertia.
Pamphlets and brochures on specific topics are often distributed through bicycle shops, schools, and other outlets as part of an encouragement program. In other cases, it means getting those who ride somewhat casually to start riding more often, for more types of trips, and for longer distances. This might mean, for example, putting bike racks on buses to help people take longer trips with their bicycles.