http://www.peopleforbikes.org/blog/entry/how-smart-language-helped-end-seatt...

"Though the group made no secret of their biking advocacy, they didn't brand themselves as biking advocates. They branded themselves as *neighborhood* advocates. Executive Director Cathy Tuttle, unable to manage every project citywide, deputized advocates around the city to speak as "Fremont Greenways," "Kirkland Greenways," and so on.

Together, the groups fought bad language with good language."