We need practical advice to position Ride & Rise within our overall brand and turn it into an actionable, channel-ready plan. Help us focus on what stays consistent vs. what adapts, and define the first 2–3 outputs

Founded in 2020, Pedal Project uses the power of mountain biking to transform the lives of at-risk and previously disadvantaged young people. We believe that a bike is more than just a way to move; it’s a vehicle for resilience. 

Out on the trails, young people experience freedom, challenge, and joy. Paired with intentional mental and emotional development, cycling becomes a catalyst for building positive values, healthy habits, and strong, adaptable character – qualities that stay with them long after they step off the bike. 

From the very beginning, we’ve seen how cycling changes lives. Young people who were once withdrawn grow in confidence; teams learn to support one another; and individuals begin to see themselves as capable of achieving more than they thought possible. But while the impact is clear on the ground, telling that story in a way that connects with others has been harder.

We want to move from potential to presence: shaping concise, compelling narratives that reach the right people in the right places. Our challenge is focus: the story feels universal. Everyone has been a child, everyone understands the pressures of growing up, and everyone has a connection to mental health. Many people also share a love of bicycles. 

This breadth makes it harder to decide who we should be speaking to first, and through which channels – whether digital storytelling, in-person events, or media outreach. 

Our audience priorities: 

We recently developed a compelling Brand Platform (Ride and Rise) through a volunteer engagement and we love it, but we need some more guidance on next steps to earn support and activate it effectively. In the additional documents you will find our previous positioning. There is uncertainty about how the Brand Platform and suggestions fit into our overall brand strategy. 

We are especially keen to understand how to apply it in key channels like LinkedIn (to reach potential donors and influencers) – we do not have a dedicated marketing lead and this currently rests with Jaco, the Founder.

Sharper storytelling and a unified message will improve visibility and credibility with donors, cyclists, and media. That leads to stronger fundraising and partnerships which means more youth on bikes, more consistent programming, and long-term gains in confidence and wellbeing. In short: clearer comms today enable bigger impact tomorrow.