Another thing you can do is a “try cycling” scheme. The company I work for, Cycle Experience[/url], runs these at companies/hospitals/wherever we’re asked.
We come along with a load of bikes, helmets, and other bits/bobs to loan people for a month. Talk to them about cycling to work – i.e. advise about picking a route, carrying clothes, maintaining their bikes, all that stuff. Then, they can contact us during the month if they have problems/questions. At the end of the period, we collect up all the bikes and have a review of what people thought.
As someone mentioned above, there is also cycle training. This is split into 4 levels. The first (call it level 0) teaches people who have never ridden a bike to actually balance and ride in the first place. The next 3 are national standards. Level 1 is being able to ride in a non-road situation covering: signalling, looking behind, manoeuvring, stopping on a line, emergency stop. Level 2 covers quiet roads: turning into/out of roads etc. Level 3 is everything else: route-planning, dual carriageways, multi-lane roundabouts.