World-Class Auckland: Ad men in bid to change the world 'one Friday at a time'

Nick McFarlane (left) and Greg Wood from FCB Advertising who are encouraging more people to cycle on Fridays. Photo / Dean Purcell, NZ Herald

Auckland consistently ranks highly in lists of the world's best cities but is never number one. So what would it take to turn Auckland into a first-class city? This week the Herald continues its 10-day series examining some of the biggest hurdles Auckland faces, from housing and transport to entertainment and education. We look at what we are doing, what we need to do, and why Auckland's success matters to the rest of the country . In part nine of the series we look at what Auckland community members are doing to improve the city.

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• WORLD CLASS AUCKLAND - SERIES OVERVIEW

Many workplaces celebrate the end of the week's labours with Casual Fridays, and now Aucklanders are being invited to add cycling to the festivities.

Freemans Bay advertising agency colleagues Nick McFarlane and Greg Wood are members of "The Good Riding Gang", which is trying to revolutionise Fridays by getting more cyclists out on the streets.

"Our plan is to change the world one Friday at a time by getting noticeable numbers of people out riding together for just one day a week," says Mr McFarlane. "And what better day than a Friday?"

The group has set up a website on which participants post pictures of themselves cycling and encourage their friends to do likewise by sharing the love through social media.

"It's the best way, on the best day," is the "Friding" campaign's motto.

"With a little push and encouragement we're hoping to get thousands more Aucklanders out Friding to work, or school, or to the shops - making it safer for everyone."

Mr Wood says although there is a place for cycling activism, his group's efforts are aimed at trying to normalise pedalling for a wider population.

"Friding is for every man and every woman of cycling. It's the likeable way to herd people together and get some numbers out on the road to show that regular, everyday people can happily ride bikes to the same places they would go for the rest of the week."

"There are no set routes or organised bunch rides - just encouragement saying that, if you're going to ride, why not think about doing it on Fridays."

Mr Wood, who rides to work from Westmere "probably three or four days a week", says studies have found safety in numbers as having more cyclists on the road raises the awareness of motorists about them.

He has encouraged colleagues by showing them the easiest routes from their homes and letting them know "you don't have to dress like a superhero to do it".

Although cyclists accounted for just 1.5 per cent of trips to work in Auckland on Census day 2013 - a slight rise from 1.25 per cent in 2006 - Auckland Transport reports a 19 per cent increase to 15,382 cyclist "movements" across 85 monitored sites in the first week of March, compared with last year.

Head to the website to read more about the initiative.

The wheel deal

• Being able to cycle and walk safely is considered a prerequisite for "liveable" cities, helping to humanise our streets while broadening the transport options for drivers increasingly frustrated by hours lost sitting in cars.

• As the Government and Auckland Transport prepare to pump $89 million into new bikeways over the next three years, cycling enthusiasts are taking to social media to try to swell their ranks and achieve safety in numbers.