More Than A Cyclist Rolls Onto a Fire Engine!

We’re pleased to announce a new collaboration between More Than A Cyclist and West Midlands Fire Service. Our campaign image now proudly adorns the side of one of their fire engines.

This powerful visual partnership brings our message of humanising those who rides bikes to the streets in a striking new way. The image, featuring Stuart a Watch Commander in the West Midlands Fire Service, who also rides a bicycle reminds passersby that cyclists are real people with real stories.

We extend our heartfelt thanks to West Midlands Fire Service for their support and involvement. Their commitment to community safety and accident prevention aligns beautifully with our mission to foster empathy and reduce road harm. By showcasing our campaign on their vehicle, they’re helping amplify the message that every road user deserves respect.

Keep an eye out for the fire engine as it travels across Birmingham and the West Midlands.