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July 14, 2004
Media Advisory: You break my lock, you break my heart... Bike theft stories from the streets of Toronto
Behind every bike theft is a story. The City of Toronto's Cycling Ambassadors
have been gathering bike theft stories from the public and discussing
strategies to prevent bike theft. On Thursday, July 15, the Cycling Ambassadors
will launch a display of hundreds of bike theft stories, each written on a
bicycle image card.

Date: Thursday, July 15

Time: 10 a.m. to noon

Photo op: 11 a.m. - Councillor and Toronto Cycling Committee Chair Adam
Giambrone (Ward 18 - Davenport) will

Location: Kensington Market, at the Embassy, 223 Augusta Ave.

The assortment of bike theft stories will hang from strings and provide an
interesting collection of bicycle theft anecdotes, as well as provide a strong
visual representation of bike theft in the City. The stories will be on display
for two weeks at the Embassy in Kensington Market, 223 Augusta Ave.

With an average of 7,000 bicycles reported stolen every year in the city, the
Ambassadors want to raise awareness around bike theft and give people an
opportunity to grieve the loss of their bicycle, while sharing their stories
with others. A bicycle is more than a belonging to many people - it is a
personalized form of transportation, perhaps their only way of getting around
the city quickly. The event highlights that the experience of a stolen bike is
a shared experience. Considering the social and financial impacts bicycle theft
has on many people, it is clear why breaking bicycle locks is breaking
cyclists' hearts.

Information on bike theft and preventative measures will be demonstrated by the
Cycling Ambassadors, and Toronto Police bike registration forms, the 2004
Toronto bike map and brochures will be available.

The Cycling Ambassadors would like to thank all sponsors: Bell Sports, CAMEL
BAK, Giro helmets, McBride Cycle, and Norco Bikes.

Media contact:
Brooke Sykes, Cycling Ambassador West Team Leader, 416-338-5071 or 416-436-1583



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