Cyclists Without Borders
Strategy
Creative Direction
Campaign Concept
Art Direction
Cyclists Without Borders (CSF) was conceived as a strategic initiative to support the work of Bicicletas Sin Fronteras in Senegal. The project focused on creating a community-driven platform capable of mobilising the European cycling community to generate sustainable funding for educational mobility projects.
Cyclists Without Borders was developed as a strategic initiative designed to expand the impact of Bicicletas Sin Fronteras beyond traditional fundraising channels.
The concept was to build a global cycling community capable of supporting educational mobility projects in Senegal through membership and collective participation.
Rather than positioning the initiative as a conventional charity programme, the project frames it as a movement within cycling culture — connecting riders through a shared purpose.
A key concept developed for the project was the introduction of a membership system based on the license plates used on Baobikes in Senegal. Each bicycle carries a unique metal plate that helps identify and track the bikes used by students.
This idea was translated into the European membership model: instead of a traditional membership card, each supporter receives a real Baobike license plate. In doing so, members symbolically own a small part of a bicycle helping a child reach school.
Alongside the strategic framework, the first campaign introducing CSF was developed through a photographic series and visual storytelling. The art direction focused on authenticity, human connection and the energy of the cycling community.
The result is a platform that transforms cycling passion into collective impact, connecting riders across continents through a shared belief in mobility and education.
