Detailed description (English): The 1 000 + employees of the Maia Municipality with this measure/action are challenged to commute by bike, in order to create new healthier and environmentally sustainable habits of transportation, hoping that, by the example set, the message can also spread to other local employers and to the city's population.
As incentive, those employees who accept the challenge are granted a daily breakfast reinforcement and, by the year end, the most frequent bike commuter shall be given a cycling related award.
Maia is a 100 000+ inhabitants town located at the Metropolitan Area of Porto, in the north of Portugal
Target group(s): Maia Municipality employees
Commuters in general
Objectives: Raise awareness for the need to sustainable and eco friendly mobility
Expected Outcomes: 20 to 25% of the municipality employees engaged in 3 years time
10 other employers to copy and implement the action
Increase the daily use of bike among the population
Ample national media coverage