Targeting all levels of cyclists, from those who ride for pleasure to competitive riders, the UCI said that the campaign centres around reinforcing the message of how “cycling can bring happiness to people from all walks of life”.

UCI President David Lappartient said: “Around the world there are two billion people that cycle.

“With the campaign we have launched today we are looking to encourage every cyclist to ride more and to grow cycling’s popularity on the five continents."

The campaign has been designed to allow the UCI’s 194 members and other cycling stakeholders to spread the message effectively, with the sharing of a 90-second video on social media and digital platforms at the heart of the strategy.

“We know that cycling helps improve people’s quality of life, is environmentally friendly, and has a beneficial effect on their health,” Lappartient added.

The Ride and Smile campaign is in line with the UCI’s Agenda 2022, which outlines a number of initiatives the organisation hopes to achieve under Lappartient.