The Idea:
Coexist

The San Francisco Bicycle Coalition had a grant to do some awareness advertising. Tom lead a team at Publicis to create what the SFBC called a Butts On Bikes campaign. It didn't take much research, however, to discover that people were afraid to ride their bikes in the city. This sense of fear and distrust had been exasterbated by Critical Mass, a giant, traffic obstructing bike rally that may believed the SFBC was involved in promoting.

It was decided the the Bike Coalition had to stand up for a new sense of courtesy and cooperation between cyclists and motorists on the streets of San Francisco.

The campaign the ensued, and adorned bus shelters throughout SF called direct attention to the issue through provocative visuals of seemingly infuriated 2 and 4 wheeled commuters. Their messages, however, were individual lessons in coexisting, promoting positive driving/riding habits and praising the courtesy of others.

Launched by then-Mayor Willie Brown, the campaign was so well received people kept trying to steal the posters.