Amber Arkins, Kasey Campion and Éadaoin Fitzmaurice, who collectively reach over one million followers across TikTok and Instagram, have been posting videos and photos of themselves cycling around Dublin. Their sponsored content aims to present cycling as enjoyable, stylish and social.

The €30,000 campaign, funded by the National Transport Authority, comes in response to stark statistics: teenage girls are Ireland’s least likely cyclists. According to the 2022 Census, more girl aged 13-18 drive themselves to school or college than cycle, while boys in the same age group are ten times more likely to use bikes.

“Only one in every 250 girls cycle to school, compared to one in 25 boys,” explained Fingal County Council’s Walking and Cycling Officer, Emma Court. Dublin City Council’s Lucy Hays said social habits, safety concerns and even school dress codes play a role. “If friends don’t cycle, girls often don’t either. Safety, clothing and image also factor heavily,” she added.

Teenagers themselves echoed these concerns. Some cited “helmet hair,” embarrassment or discomfort with school uniforms. Others highlighted inadequate cycle lanes in busy areas. “It’s kind of hard to weave your way around cars in town,” said student Sofia Corpus, though she noted new suburban cycle paths are an improvement.

Despite the barriers, many welcomed the influencer-led push. “It’s a really good step forward,” said student Lillie Fitzgerald. Others agreed it helps normalise cycling as an affordable, eco-friendly and practical option. For councils, the hope is that social media role models will spark cultural change, making cycling more accessible and appealing for teenage girls.