The Becel Heart & Stroke Ride for Heart got itself in front of cyclists in a unique way in Toronto this week, placing pedal wraps on bikes around the city in an effort to drive rider registration and donations for this Sunday’s event.

With work by Lowe Roche, the stunt was launched to get as many riders as possible signed up for the 25th anniversary of the event and increase donations, by wrapping pedals in cyclist-heavy areas of the city like Dundas and Ossington and Yonge and Eglinton.

“We thought in addition to all of the traditional drivers of sign-ups to the event what else can we do, especially in the downtown core with hardcore loyal bikers, to say, hey do you want to get on board and sign up for a good cause?” Jonathan Daly, strategist, Lowe Roche, tells MiC.

In all, over 1,000 pedal wraps were placed on bikes around the city, with copy like “Put your foot down. It’s time to eliminate heart disease and stroke in Canada. Sponsor a fellow rider today. Rideforheart.ca.”