A bike culture project looking at why young women in the British town of Darlington stopped riding bicycles on a regular basis:

Beauty and the Bike was established by Darlington Media Group in 2008 to explore more deeply the reasons why girls stop cycling in the UK. We began with a small group of teenagers and young women in the northern English town of Darlington, most of whom did not cycle on a regular basis. They told us why – cycling is not cool, friends don’t cycle, it isn’t safe, and not very pleasant. The lack of cool had a lot to do with the image of the lycra and helmet clad nerd, so dear to the risk assessment world of official UK cycling promotion.

via Beauty and the Bike: The Project.