DAHON, the world leader in folding bicycles, introduces a global PR initiative to the US market during Interbike in Las Vegas. Publically launched during Eurobike 2013, “Turn a New Leaf” is a cause-related campaign that will run across international borders in over 60 markets globally and will be supported by a series of subsequent proactive initiatives to induce consumers to participate.
The campaign asks people to take an online pledge to change their mobility habits and join the worldwide fight against carbon emissions. Dr. David Hon, CEO and Founder of DAHON states, “This campaign is designed to encourage everyone to make a change, whether that’s carpooling to work, replacing the car with public transportation or choosing to bike more often. Every conscious decision to reduce carbon emissions helps and with enough support, we can make a huge difference.”
To reinforce DAHON’s own commitment to sustainability, the company will donate a portion of its proceeds to a charity or organization in area of mobility to the community, region, or city that registers the most “green pledges” via DAHON’s official website, www.dahon.com. With each pledge, participants will also receive a free Green Pledge Band – available for pick-up at their nearest dealer. All consumers who purchase a DAHON folding bicycle in 2014 will also receive a Pledge Band and can register their pledge points online.
Alongside Turn a New Leaf, DAHON also recently announced a partnership with the Ford Motor Company to manufacture a completely new line of Ford-branded bicycles for the environmentally conscious automaker. Through this partnership, DAHON looks to take the next steps in highlighting the need to reduce carbon emissions and take a proactive stance in influencing today’s auto-dependent public.
With this campaign, DAHON builds upon its founding philosophy of providing a more sustainable form of transportation and looks to reinforce its commitment to reducing carbon emissions. Dr. Hon explains, “What separates folding bicycles from a standard frame is simply that they fold – making them one of the greenest forms of transportation on the market.”
Ron Callahan is the chief cook and bottlewasher at Bike World News, doing everything from website design to bike reviews.