Women on Bikes California is an initiative of the California Bicycle Coalition that aims to elevate the voice, opportunity, and impact of women in bicycling through strategic media engagement and storytelling. They are creating the first comprehensive media strategy to grow bicycling in California by building relationships with media outlets, creating compelling content that shifts perceptions, and telling the diverse stories of women who bike. Their goal is to fund Phase I of their "Pedal Love" digital media kit by the end of the year to provide advocates and media with tools to move beyond portrayals of biking as being about "car vs. bike" and instead focus on lifestyle and community.