Today Transportation Alternatives announces the launch of the Biking Rules Public Service Announcement and Photo Competition. Its goal is to develop viral media that will carry the message of civic cycling to NYC's 185,000 cyclists and beyond. The competition has two categories: videos and photos that promote cycling in New York City, as well as video and photos that convey one of the tenets of the Biking Rules "Street Code," such as yielding to pedestrians and keeping off the sidewalk.

Biking Rules is a multimedia campaign, centered on an interactive website (bikingrules.org), where visitors can find rules of the road explained from a cyclist's perspective, connect with fellow riders who share their commute, and share photos and video of biking conditions around the city. Its intent is to breed a new sense of respect and responsibility among all street users, with specific attention on the interaction of bicyclists and pedestrians.

Winning submissions will receive up to a $4,000 cash prize and premiere at the inaugural Biking Rules Film Festival in October. The program is funded by generous grants from the JM Kaplan Fund and the Independence Community Foundation.

The deadline for entries is August 31, 2009. Submissions are now being received at http://bikingrules.org/PSA.

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