Cycling is good for our health, good for the planet, and it can be an efficient way of moving around busy cities. But despite all the rational arguments for it, in most cities the number of people who get on their bikes is low.

CrowdScience listener Hans wants to know whether it’s time to change our tactics. Could we persuade more people to cycle if we moved away from focusing on well-intentioned rational arguments and use messages that appeal to our desires and vanity instead? What does the science say? Presenter Caroline Steel is on the case.

She meets Winnie Sambu from World Bicycle Relief to learn about why people in countries like Kenya to choose the bike to get around. She heads out on a ride with psychologist Professor Ian Walker from the University of Swansea to find out what barriers there might be to persuading people to cycle.

She also takes a lesson from one of the world’s top cycling nations as she talks to Marie Kåstrup, a cycling campaigns expert who has advised the Danish government on inspiring cycling and sustaining it in the city of Copenhagen. Also in Denmark, Caroline meets behavioural scientist Dr Pelle Guldborg Hansen who shares his experience in the art of persuasion.

Presenter: Caroline Steel Producer: Tom Bonnett Series Producer: Ben Motley