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
"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
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.