This public health campaign was developed by the Public Health Office at the City of Copenhagen. The poster text translated in English reads: You won’t believe it…You’re safer on the bicycle than on the sofa! Lack of daily exercise is harmful to your health, while physical activity keeps your body healthy. Cycling extends your life – daily exercise for a minimum 30 minutes extends your lifespan by up to five years.

The Public Health Office's website, which is in Danish, says that the posters aim to place focus on the fact that there are very good reasons to ride a bicycle each day while highlighting that Copenhageners already cycle 1.2 million km each day. The posters were displayed on billborads throughout Copenahgen in April and May 2010.