I thought the casserole thing was interesting. Maybe an effective PSA campaign would feature people doing very difficult things with their commuter bikes. Like carrying casseroles, buying kitty litter or taking the cat to the vet, and getting a pizza and a 12 pack home.

I think featuring difficult chores might be effective for a couple reasons:

• When you see riders doing hard stuff, it makes you think that plain riding to work is very doable.
• It brings in that shame element that can be very motivating: "Jeeze, these people are hauling heavy loads, and I can't even haul just myself to work on a bike. I feel uncomfortable with this, so maybe I'd feel better if I at least rode my bike to work sometimes."
• People will feel cool if they think they could haul 100 pounds of groceries--even if they never actually do it. (This is similar to SUV owners who feel cool because they could go off-reading, even if they never actually do.)