All cyclists have good days and bad days on the bike. We wanted to champion the good by also acknowledging the bad. Why? Because today is going to make all those bad days worth the struggle. Today is going to be a good day, today the 'Unsung Pedla' will rise. For the cycling community social media is the place to be, so that's where this campaign comes alive — daily. The 'Rise of the Unsung Pedla' film was also written & directed by The Bay 13 Institute.