TRACE TV’S CAMPAIGN TO INSPIRE MORE DIVERSITY AMONG LONDON’S CYCLISTS

The leading afro-urban media platform Trace TV recently partnered with Transport for London (TfL) to host 16 influential women of colour who took part in a Santander Cycle Active Ride to inspire more diversity in cycling. Trace TV will continue the campaign by sharing a short film documenting the ride and radio tour featuring the ladies who participated. The screening will be held on 21^st July at 5 Endeavour Square, London, E20 1J (Olympic Park).
 
The Trace UK team hosted a day of inspiring and intimate interviews with a variety of special guests from the worlds of music, television, social media and more, all of whom participated at Soho Works on May 9^th, 2022, in partnership with London’snumber one community radio station The Beat London, which specialises in R&B, hip-hop, dancehall, Afrobeats and more.
 
Marlena Harris-Morgan Project manager says, “I am extremely proud of this campaign…an amazing day rooted in awareness, empowerment, and sisterhood; Thank you to all the amazing Ladies that supported this call to action… and in the words of Trace it was a chance to Stand Up & Shine”.
 
The partners look forward to inviting UK media to our exclusive screening where we will reveal our short film documenting these amazing women of colour and each individual journey that brought to this point. From Algeria, to Congo, Euritria, Ghana, Jamaica, London to Nigerian, the Philippines, Somalia and Turkey our ladies stretch far and wide – a true reflection on the melting pot we call London
 
Marcia Williams, TfL’s Director of Diversity, Inclusion and Talent, said: “We are determined to make cycling more representative of our city’s amazing diversity by empowering all Londoners to feel that they can cycle. Events like this one help show people of colour that cycling really can be for everyone, no matter what your age or ability.
“We are heading in the right direction with the gap between people from white and Black, Asian and minority ethnic backgrounds who cycle currently the smallest it’s ever been but we know more work needs to be done to get people of all backgrounds and communities cycling. Our ongoing partnership with Trace TV will help inspire even more women of colour to cycle and enjoy the many benefits it brings.”
 
Trace and TfL look forward to announcing future activations and the official launch of Trace Academia in the United Kingdom.

About Trace TV:
Launched in 2003 and originating from an iconic magazine, Trace has grown into an Afro Urban cultural entertainment force with 350 million fans and a mission to empower and uplift young people globally. Trace media, digital, entertainment and education platforms are available in 162 countries and are segment leaders in Africa, Brazil, France, UK, Caribbean and Indian Ocean. More about Trace:  www.TRACE.COMPANY  

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