AUCKLAND, Thursday: As Sanitarium Weet-Bix Kids TRYathlon continues to roll out around the country this month, more Kiwi kids will be able to take part thanks to the Bike It Forward initiative created by Auckland activation marketing agency Magico, and sponsored by Bike Barn.
The Bike It Forward concept is simple: it’s a programme that encourages people to donate their children’s bikes that they no longer need to their local Bike Barn. Every bike donated is refurbished by Bike Barn mechanics and then gifted to disadvantaged kids and schools throughout New Zealand.
Magico general manager Lina Montero Soto came up with the concept when she discovered that, for some children, participating in the Sanitarium Weet-Bix Kids TRYathlon is simply not an option, primarily because they don’t have access to or can’t afford a bike.
“The Bike It Forward programme encourages people to donate children’s bikes they no longer need.”
Using the collective skills of Magico, Montero Soto promptly put together a proposal to create a programme to refurbish surplus bicycles and make them available to worthy children and schools. She took the idea, labelled Bike It Forward, to Bike Barn, an existing Weet-Bix Kids TRYathlon sponsor.
Bike Barn trialled the campaign in Auckland in December 2018 in partnership with the Weet-Bix TRYathlon Foundation and received more than 50 bikes that were refurbished and donated to children at Homai School and Manurewa South School.
The Auckland trial has now gone national. Bike Barn began rolling out the Bike It Forward programme across the country from January this year and many generous Kiwis have gone out of their way to offer bikes for Bike Barn to refurbish and put to good use.
Magico’s Bike It Forward activation marketing programme has really made a difference in the lives of Kiwi Kids from Day One, and is continuing to grow from strength to strength.
It’s a project of which both Magico and Bike Barn can be truly proud.
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