Participant characteristics
| Complete sample | Subsamples | ||||
| Campaign awareness | Campaign slogan awareness | ||||
| Unaware | Aware | Word | Serious | ||
| N (%) | 400 (100) | 185 | 215 | 201 | 133 |
| Age (sd) | 43.5 (8.7) | 43.4 (8.7) | 43.5 (8.7) | 43.8 (8.7) | 43.8 (8.6) |
| % Age <29 years | 6.8 | 7.1 | 6.5 | 6.0 | 7.5 |
| % Age 30–39 years | 26.5 | 24.4 | 28.0 | 26.9 | 25.6 |
| % Age 40–49 years | 33.5 | 36.3 | 31.5 | 31.8 | 33.8 |
| % Age >50 years | 33.3 | 32.1 | 34.1 | 35.3 | 33.1 |
| Gender | |||||
| % Male | 66.3 | 65.5 | 66.8 | 67.7 | 69.1 |
| Type of cyclist | |||||
| Sports (road) | 9.0 | 11.3 | 7.3 | 7.5 | 6.8 |
| Sports (mountain) | 9.0 | 5.9 | 11.2 | 10.9 | 11.3 |
| Daily transportation | 12.8 | 13.7 | 12.1 | 12.4 | 14.3 |
| Recreational | 51.8 | 47.0 | 55.2 | 53.2 | 51.1 |
| Occasional | 50.3 | 50.0 | 50.4 | 52.2 | 49.6 |
| Other | 4.0 | 25.0 | 9.1 | 10.4 | 10.5 |
| Time on bike | |||||
| Daily | 8.0 | 8.3 | 7.8 | 7.5 | 8.3 |
| Weekly | 24.8 | 25.6 | 24.1 | 23.9 | 27.8 |
| Monthly | 21.0 | 19.0 | 22.4 | 21.9 | 18.8 |
| Few times per year | 30.3 | 28.6 | 31.5 | 31.3 | 27.8 |
| Once or twice a year | 16.0 | 18.5 | 14.2 | 15.4 | 17.3 |
| Education | |||||
| Elementary | 0.3 | 0 | 0.4 | 0.5 | 0.8 |
| Some high school | 1.5 | 1.8 | 1.3 | 1.0 | 0.8 |
| Graduated high school | 10.3 | 11.9 | 9.1 | 9.5 | 11.3 |
| Trade school | 9.8 | 10.1 | 9.5 | 9.5 | 9.0 |
| Some college or university | 20.8 | 22.0 | 19.8 | 20.4 | 18.0 |
| Graduated college or university | 46.8 | 46.4 | 47.0 | 46.3 | 45.1 |
| Postgraduate | 10.8 | 7.7 | 12.9 | 12.9 | 15.0 |
| Employment | |||||
| Unemployed | 4.8 | 3.6 | 5.6 | 5.0 | 6.0 |
| Self-employed | 13.5 | 14.9 | 12.5 | 13.9 | 12.8 |
| Employed | 64.0 | 60.1 | 66.8 | 67.7 | 67.7 |
| Part-time employed | 8.3 | 10.1 | 6.9 | 6.0 | 6.0 |
| Student | 3.0 | 5.4 | 1.3 | 1.5 | 2.3 |
| Retired | 2.8 | 2.4 | 3.0 | 3.0 | 3.8 |
| Homemaker | 3.8 | 3.6 | 3.9 | 3.0 | 1.5 |
| Injury history (past 12 months) | |||||
| Personal injury | 8.8 | 10.7 | 7.4 | 8.0 | 9.8 |
| Family injury | 13.0 | 10.7 | 14.7 | 15.9 | 14.3 |
| Region | |||||
| Lower mainland | 51.5 | 51.8 | 51.3 | 49.8 | 51.1 |
| Fraser Valley | 3.25 | 1.8 | 4.3 | 3.5 | 3.8 |
| Vancouver Island | 22.3 | 23.8 | 21.1 | 23.4 | 23.3 |
| Interior | 17.3 | 17.9 | 16.8 | 16.9 | 14.3 |
| Northern | 5.8 | 4.8 | 6.5 | 6.5 | 7.5 |
| Having children under 16 | |||||
| Yes | 33.5 | 33.9 | 33.2 | 30.8 | 30.8 |
‘Type of Cyclist’ adds up to over 100% because participants could select more than one type of cycling activity. Aware: participants who remembered at least one of the campaign slogans. Unaware: participants who did not remember at least one of the campaign slogans, Word: people who remembered the slogan ‘have a word with yourself.’ Serious: people who remembered the slogan ‘seriously?’.