How JMU Can Promote Biking With "Sticky" Stories

Based on the earlier information on "sticky" stories, it is clear that JMU can take a lesson from UC Davis on how to create a convincing message regarding the implementation of biking on our campus. The video shown to freshman at orientation regarding biking can be broken down into several categories. First there is some general safety information such as where to ride, what to wear, and how to be alert, like not wearing earphones. Then there is information regarding registration with the Office of Public Safety, as well as the police department in case a bike is stolen. There is also information about storage and how bikes may never be stored in any academic or public building, except for dorms. This section also tells students to always lock their bikes, but not to things like trees or lamp posts. There is more information about where to ride, such as in the shoulder, out of the way of traffic. The video also includes what to do in case of an accident, and what headlights and rear lights are required to ensure safety.

All of this information is conveyed in a very structured way that almost feels like a classroom lecture. The audience is clearly JMU students and the general message is how to be safe while riding a bike on campus, but so much technical information has the potential to overwhelm the incoming freshmen, making them apprehensive to want to ride their bikes here at JMU. It would be more beneficial if the video removed some technical information and included more of the fun and health benefits of biking.

Our video is much less effective than the video for UC Davis' incoming freshmen. Their video is short, quick, and fun. The message is clear and there is information provided in a fun and upbeat manner. The JMU video in comparison is very long and, quite frankly, boring. JMU should follow the lead of UC Davis and the instructions of how to make a "sticky" story by making the message much more concise and digestable.