Yes, leading by example is but one aspect. But another avenue of erecting bill-boards to get the message across, working with the authorities to police those lanes. Don't get me wrong, but Think Bike is seen as the voice for us bikers, they have the name to go out and speak to the authorities to get permissions for billboards and signs. A couple of stickers and banners is not going to reduce the amount of bikers riding there.
Use those pics that ER24 is making available to you, together with your media partner and errect some really strong messaged bill boards and signs. Get JMPD involved to participate in a Think Bike, Safety Drive on a Friday.
Thank you, much to think about. What would it take to get bikers to talk to each other about this? The knowledge is with us, and not getting to the new commuters (i prefer leaving jmpd out, things are bad enough already)
Garfield and Dwerg 
By Media, use the social media, papers, magazines, especially the biker magazines. I am sure that they will look at a free space if it is bike safety related. I remember seeing something in the Bike SA a While ago. Think Bike posted little snippets, seemed to have disappeared.
Give Training for free. Advertise that Think Bike is doing training, and publish the dates.
Isn,t that what the whole Think Bike thing is all about. Raising Awareness and Saving Lives??
Such a lot of things can be done through sponsorship, you just got to approach it at the right angle and with the right attitude.