The campaign, created by Black River FC and Retroviral Digital Communications, saw cheery cyclists handing out flyers very tongue in cheek wording: "We're lank sorry for any inconvenience caused," reads one section and the copy ends with, "We hope you have a cool Sunday, and don't forget to SMILE DAMMIT!"
The campaign also aims to encourage residents to look at the bigger picture. While road closures can be frustrating, the event is the second biggest of its kind in the world, it attracts international and national attention, it brings in revenue, creates jobs and is something all residents can be proud of.
