Calfee Group hired to relieve tensions between bikers and drivers

SAN FRANCISCO: Calfee Group has been hired by the San Francisco

Bicycle Coalition, a nonprofit group that aims to create harmony between

cyclists and motorists.

Calfee, which specializes in PR to reach 18- to 34-year-olds, is the

coalition's first agency of record. The firm has been brought in, in

part, to capitalize on the success of the coalition's regional

advertising campaign, which was launched in June 2001 with the help of

Publicis Dialog. The next phase of the ad campaign is slated to start in

April 2002.

"The coalition needed to reach a broader constituency within the

neighborhoods in San Francisco," said Patricia Calfee, president of the

firm. Calfee Group is currently helping the coalition prepare for its

annual fundraising event in December.

Calfee also hopes to help the group bring together the disparate groups

that support safer roads for cyclists, from weekend riders to daily

bicycle commuters.

One of the coalition's goals is to distinguish itself from Critical

Mass, a grassroots movement that started in San Francisco in 1991.

Critical Mass organizers hold monthly rallies in cities around the

world, deliberately clogging up rush hour car traffic with bicycles.

The Critical Mass tradition has provoked anger among drivers and

criticism from the media. "The majority of people, when they think of

the coalition, associate it with Critical Mass," Calfee explained.

"One thing we will be addressing is the hostility between cyclists and

drivers in San Francisco."

Calfee's other clients include Olympic Jeans and 123COOK.

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