If you climb in the saddle, be ready for the ride.

That's the message Boulder B-cycle and Sir Richard's Condoms want to deliver to Boulderites using the city's bike-share system.

B-cycle partnered with the local condom company to put sponsored safety messages on its 150-bicycle fleet. Below a slogan from Sir Richard's there will be reminders to obey traffic signs, use hand signals, stay off sidewalks and pedestrian malls, and, of course, wear a helmet.

"It's not necessarily our job to get safety messages out there, but we feel we have a responsibility," B-cycle Executive Director James Waddell said Monday. "We wanted to do it in a fun way where people are probably more receptive to it.

"We're in Boulder, so we want to be innovative and fun."

Waddell said the messages already have been attached to about half of the city's bikes. With only one person to do the job at 22 stations, it's taking some time. There will be more in early 2014, when B-cycle plans to expand to 39 stations and 250 bicycles.

"We're excited to be partnering with another great local Boulder company," Lindsey Delp, director of brand and digital development for Sir Richard's, said in a news release. "Sponsoring the B-cycle safety message with the Sir Richard's safety message is a natural fit."

Kevin Bell, B-Cycle's marketing and communications manager, said this kind of sponsored safety messaging for a bike-share program is the first of its kind.


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The partnership came to be when Waddell was reading a newspaper article about Sir Richard's and decided to reach out.

"I saw that they were expanding, which I thought was a nice play on words," Waddell said. "I looked at it and I thought, 'We're trying to find somebody to sponsor our safety message,' and thought that'd be a good connection."

He also said that although there are some "pretty strict" signage rules that limited some of the campaign ideas, there's no concern about the "moral police." He doesn't feel that the condom ads are too in-your-face, though they do show wrapped condoms and where to get them.

The other slogans from Sir Richard's include "Think global, love local," "Wear a helmet and a condom, but not at the same time" and "Try one on, just not in the store."

B-Cycle officials expect to have the safety messages on every bicycle within a few weeks.