Bikeminded is an EU-funded initiative to run through until 2013 and encourages residents of Kensington and Chelsea to get the cycling habit.
Bikeminded staged a pedal-powered cycle-in cinema screening last week and has launched a smartphone app, too.
The Blue Plaque Cycling Tour App is free and takes cyclists on a literary and famous people tour of the borough, visiting the former homes of Oscar Wilde, Captain Scott, Bram Stoker and Agatha Christie. There is also a cycling tour aimed at families which reveals the stories behind some local Blue Plaques, such as those dedicated to Kenneth Grahame, author of Wind in the Willows.
Bikeminded said it aims aims to “get more RBKC residents and workers cycling, to boost their well-being and improve the local environment.”