Client:
We Love Cycling
Sector:
Non-profit & For-profit collaboration
Services:
Campaign strategy & concept
Cross-sector project management
Creative direction & execution
Cause-driven visual communication
The idea behind Re-Cycling
Hungary ranks among the top cycling nations in the European Union, making bicycles a natural starting point for social initiatives. The Re-Cycling campaign was launched just before Christmas with a clear goal: to ensure that children growing up in disadvantaged circumstances could also experience the freedom and joy of cycling.
The initiative was organised by We Love Cycling Hungary, in cooperation with the Budapest Bike Maffia, and supported by a nationwide network of partners. Used but repairable bicycles were collected from across the country, refurbished by professionals, and donated to children’s homes.
From donations to real impact
As part of the campaign, 35 Škoda dealerships across Hungary served as collection points for donated bicycles. All bikes were transported to Budapest, where they were repaired and restored at the Trecikli bicycle workshop.
The response exceeded expectations: while the organisers initially hoped to collect 20–30 bicycles, nearly 100 refurbished bikes ultimately found new owners.
The first delivery brought 35 bicycles to the Burattino Primary and Secondary School and Children’s Home, an integrated child protection institution. Before the campaign, the school owned only four bicycles, relying mainly on borrowed bikes for activities. The donation marked a significant improvement in the children’s everyday opportunities.
Why bicycles matter
For many children, cycling is primarily about play and sport. However, it also supports independence, mobility and confidence. According to research by the Hungarian Cyclists’ Club, around 70% of Hungarians cycle regularly, and cycling is already a common part of everyday life for many families.
As Anna Macsek, Operations Director of the Burattino institution, explained at the handover:
“Cycling is still mainly a sport for children today, but in the future it may also become an important means of everyday transport. That is why we regularly teach our pupils the rules of road cycling and how to take care of their bikes. We also organise a cycling camp every summer, until now using borrowed bicycles. Having our own bikes is a huge step forward.”
Nationwide collaboration
The campaign mobilised people well beyond Budapest. After the capital, the highest number of donated bicycles came from Nyíregyháza and Győr, demonstrating the strength of nationwide cooperation. At the first handover, Zoltán Havasi, founder of the Budapest Bike Maffia, highlighted the broader impact of the initiative:
“When we launched the campaign, we thought that even 20–30 bikes would make many children happy. We never expected that almost 100 refurbished bicycles would find new owners. For many people, cycling is part of everyday life — for others, buying a bike is not an option. This campaign was created for them.”
More than a donation
The Re-Cycling campaign was widely recognised as a strong example of how civil organisations, media platforms and corporate partners can work together effectively. As Kata Mezei, Head of the Burattino institution, noted, even seemingly small contributions can make a meaningful difference for children’s homes that rely heavily on external support.