Messaging & Outreach

The best outreach is simple, consistent, and welcoming. You don’t need a marketing budget — you need a clear message and the right channels.

Core message

When telling people about Critical Mass, focus on three things:

1. What it is — A monthly community bike ride
2. When and where — The specific date, time, and meeting point
3. Who it’s for — Everyone. No experience required, all bikes welcome

Avoid jargon, political framing, or inside jokes in your public communications. Keep it inviting.

Channels

Social media

• Instagram is effective for visual storytelling and event promotion
• Facebook events still work well for discoverability in many cities
• Twitter/X, Mastodon, and Bluesky for broader reach
• Post consistently — at minimum, one post per month announcing the next ride

Messaging groups

• WhatsApp, Signal, or Telegram groups for your core community
• Keep group rules simple: be respectful, stay on topic
• Pin the next ride details at the top

Physical outreach

• Flyers at bike shops, cafes, community boards, and universities
• Spoke cards handed out during rides
• Word of mouth at other cycling events
• See Graphics & Materials for templates

Local media

• Invite local journalists or bloggers to ride along
• Write a short press release for your first ride or a milestone ride
• Offer a clear, friendly point of contact

Tone and voice

• Welcoming — assume nothing about the reader’s experience
• Practical — give people the information they need to show up
• Positive — focus on what Critical Mass is, not what it’s against
• Local — make it feel like your city’s ride, not a generic event

Growing your audience

• Post ride photos and recaps after every ride
• Tag locations and use relevant local hashtags
• Encourage riders to share their own photos
• Feature different riders and their stories
• Cross-promote with local bike shops, advocacy groups, and community organizations

Common mistakes

• Posting only to existing followers — branch out to new communities
• Using confrontational language that alienates potential riders
• Inconsistent posting — people forget about rides they don’t see promoted
• Overcomplicating the message — simplicity wins