challenge
Sky asked the BSG to look at how it could use Sport to engage people for good across Britain. Working with Sky's partners, we investigated a number of sports - with a number of participation platforms in support.
solution
Sky Ride. A "reclaim the streets" cycle event that took place in London for the first time in 2008. A real magnet for Londoners to enjoy the streets of London on their bikes - for one day a year - without the threat of cars and traffic.
result
Sky Ride is a major national event. Now taking place in 11 cities across the UK, Sky Ride has an objective of a million more people on bike, is supported by local ride events - and of course, there's Team Sky in the biggest event of them all, the Tour De France.