Social justice by bike

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Gina Binole has nearly 20 years in the communications business, first as a government, environmental and business journalist and now as a PR strategist.

Riding a bike is a privilege. Really.

For many of us, it’s almost inconceivable that people say that. Think that. Even argue about that. But it’s true. Not all kids get bikes at Christmas, or on Hanukah, or for their birthdays. In fact, some never experience that middle-class-American-right-of-passage of their first bike. Ever.

It’s this continued disconnect of class and race that has Portland bike enthusiasts a bit baffled by the city’s decision to stop the installation of a protected bike lane on North Williams to allow time for more African Americans to participate in the process. More talk. Better participation. Enlightened discourse. I believe that’s all good. Communications is, after all, what I do. And wholeheartedly believe it is a best practice for people, organizations and communities.

But I especially applaud those who don’t merely communicate well but are willing to take bold actions, launch new programs — and of course, communicate that too. Luckily for me, some of these organizations who seek to be change agents are clients.

Stoll Berne is a boutique Portland-based law firm that takes cases on behalf of consumers, investors, sometimes businesses and the State of Oregon. Operating as Two & Oak Cycling, the firm is a primary sponsor of Cycle Oregon as well as legal counsel for the Community Cycling Center and The Bike Gallery. The firm’s work is fueled in part by the passion of long-time cyclists who work there, most notably its managing partner Keith Ketterling.

As a Cycle Oregon board member, Ketterling fully supports the group’s mission to transform individuals and communities through cycling. Yet, he’s admittedly concerned that the event involves some privileged folks riding into town on high-priced bikes, enjoying the local community and even supporting local businesses. But then, they hit the road the next morning and look ahead to the next rest stop rather than reflect on how they might address the social inequities they likely witnessed.

“We never created or left new cyclists behind,” Ketterling says. To help combat this problem, a new program, currently called Cycle Safe was launched during this year’s Cycle Oregon. This program works with local community organizations and bike shops to develop a week long curriculum, plus provide bikes and helmets for new riders. The bikes are held by a local partner, like the Boys and Girls Club of Cottage Grove for Cycle Oregon 2011.

The program has been so well received that plans for expansion during next year’s Cycle Oregon and beyond are in works. It takes a full year to plan the event and brainstorming is fully under way.

“We see this as an opportunity to bring cycling to kids in rural Oregon that may not otherwise have such opportunities,” Ketterling says. “We see this as creating young cyclists who will help transform their communities, working to improve health and fitness, combat childhood obesity, empower youth, help heal the planet and improve local economies through tourism.”

It’s also possible that more bike riders and better bike infrastructure could mean people will stop forking out roughly $8,800 a year it takes to own a car and have more money to spend locally. It also possible that the only benefit of riding a bike is to enrich a child’s life. Period. There’s a myriad of ways that can be communicated – from big grins to healthier families. But placing a dollar value on the benefits of increasing access to bikes for everyone is pretty impossible.