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"When challenged to come up with a way to inspire more people to bike for transportation in addition to recreation, three three \"former non-bikers\" from New York City proposed a campaign to focus on mutual respect between"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.treehugger.com/cars/creative-challenge-calls-on-contestants-to-change-the-way-urban-dwellers-ride.html>