Safe cycling infrastructure is essential for enabling people of all ages and abilities to bike, yet it often faces strong opposition in North America, where cars have dominated for decades. As cities undergo an urban mobility transition, many are reallocating road space to support cycling. However, new cycling infrastructure projects often encounter vocal opposition from residents, which can influence policymakers and impede implementation. Since public perspectives on policies are often shaped by individuals’ moral values, this study explores how moral values, political beliefs, and personal characteristics influence support for cycling infrastructure. In North America, cycling promotion is frequently framed through perspectives associated with the political left, such as equity and environmental sustainability. Individuals who do not prioritize these values may oppose projects they might otherwise support if it were framed using their moral values. This study examines whether framing cycling infrastructure in ways that align with different moral perspectives influences public attitudes. Using Moral Foundations Theory, a framework from social psychology, this presentation explores how messaging based on six moral foundations (care, fairness, purity, authority, loyalty, and liberty) affects support for cycling infrastructure. While the analysis is ongoing, preliminary results indicate that framing cycling infrastructure using the fairness (distinct from equity) moral foundation increases support, particularly among right-leaning respondents. By identifying communication strategies that resonate with a broader audience, this research aims to assist transportation planners, researchers, and policymakers in understanding and effectively engaging the public and strengthening support for cycling infrastructure.