Not all birds can 'fly'.

However, Britain’s planning and transport policies to date have served to confine cycling only to the quick and the brave, leaving the rest of us behind.

The poster was intentionally designed to form an ambiguous illusion (cycling over the upside-down warning sign and penguin) by using two international icons (cycling and warning signage), instead of icons that are used for Britain’s road, in order to convey the message (besides the main message): the increase of cycling current rates can only be achieved by the provision of dedicated safe cycle infrastructure, IN LINE WITH THE BEST PRACTICE FOUND AROUND THE WORLD.