Odense, Denmark is known as the City of Cyclists, with cycling comprising 28% of all trips at its peak. The city implemented an Odense Cycle City project from 1999-2002 that increased cycling rates 20% through improvements like green waves, cycling infrastructure, and marketing campaigns emphasizing cycling's freedom and health benefits. However, rates dropped to 24% after the project. The new 2008-2011 strategy focused on specific groups like children, commuters, and immigrants through initiatives like bike schools and integration teams. The goal is to change both objective realities like infrastructure and subjective views of cycling through community involvement and branding.