On June 19, Toronto Mayor Rob Ford finished his much-publicized weight-loss challenge. His ‘Cut the Waist Challenge’ was a good way to raise awareness of the medical perils associated with being overweight. But his personal result was less than inspiring. Over the course of 6 months he lost a mere 18 pounds.

Perhaps if he rode a bike to work he would have fared better.

It’s unlikely that Rob Ford will ever get on a bicycle. But with RideForRob.com, Dukes’s Cycle has done just that.

RideForRob.com—created by Canadian Ad Agency DentsuBos—features an animated Rob Ford, pedaling a bike. Toronto riders can ‘donate’ their bike commute to his waistline. Over time, and with each ‘donation,’ the Rob Ford avatar becomes more and more fit.

Since 1914, Duke’s Cycle has been dedicated to the local cycling community. The intent of RideForRob.com is to demonstrate the fitness benefits of bicycling in the city. Health Canada recommends 30 to 60 minutes of cardiovascular exercise daily. A bicycle commute usually meets this.

Visit RideForRob.com or Facebook.com/RideForRob

Let’s make the Mayor of Toronto more fit for the job!