Hmm, cycling in Copenhagen is the default mode of transportation. You can't live there for more than three days and not be aware that there are cycle paths everywhere.
You wouldn't think there were many people that didn't know smoking is bad for you - but it doesn't stop the govt spending millions telling you!
It's still worth advertising that there is a fast/safe/easy cycle route between A-B.
The city here (N. America) does a good (well cheap) job of marking certain streets as preferred cycle routes. These are normally one block off the main traffic street and mean that all the cyclists are concentrated together into a sufficent mass that they dominate the road and drivers know to be more carefull.
It's still better value than most government adverts telling you to do something!