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For our July bonus, we speak with Adam Tranter, the former cycling and walking commissioner for the city of West Midlands in the UK and the founder and CEO of Fusion Media about effective messaging for better and safer cycling. Some of you may know Adam as one of the co-hosts of the Streets Ahead podcast. At Fusion Media, Adam created the #BikeIsBest campaign, which included a brilliant video that showed people using far more powerful tools than they needed to do ordinary household tasks. It cuts right to the absurdity of building a system where people default to using pickups, SUVs, and other large automobiles just to do simple tasks like getting milk at a nearby store.

In this conversation, Adam explains that a concept called "pluralistic ignorance" can make it difficult to build the kinds of streets we all want, but there is hope.

Buy our book, Life After Cars: Freeing Ourselves from the Tyranny of the Automobile, wherever you get your books.