The organisation, which is affiliated to 16 cycling associations in the UK, will highlight the impact of cycling on health for the first time.
The campaign kicks off the organisation's annual awareness week (11-19 June), when a series of events are planned across the country.
Bike Week will try to allay the fears of parents that children who cycle are in danger from traffic or strangers.
It will promote events where families can cycle together; the organisation claims that shared activities such as cycling have social and emotional benefits, as well as health implications.
'Bikes are still very popular with children, but they don't use them enough to keep healthy,' said Bike Week national co-ordinator Nick Harvey.
The move comes ahead of plans to set up a Bike to School Week in April next year, which will encourage children to cycle to school.