News story

THINK! cycle safety campaign expanded

This news article was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government

This year's THINK! cycle safety campaign will be extended to include a further 7 cities with high cyclist casualties figures.

A campaign designed to improve safety for cyclists will be extended to 7 new cities, Road Safety Minister Robert Goodwill announced today (2 March 2015).

The campaign uses a series of practical tips to remind motorists and cyclists of the rules of the road and the actions they can take to help reduce collisions.

Cycling Minister Robert Goodwill said:

We have some of the safest roads in the world but 1 cyclist’s death is 1 too many and we are determined to make our roads safer.

This poster campaign will build on the success of last year’s work to remind drivers to take care around cyclists and remind cyclists of the actions they can take to stay safe on the road. This message is especially important as the weather improves and more people take to their bikes.

The campaign will run for a third time in Birmingham, Bristol, Cambridge, Leeds and Manchester, where statistics show the highest rates of traffic collisions involving cyclists compared to the population.

This year’s campaign will now also be extended to include a further 7 cities with high cyclist casualties figures – Bradford, Brighton and Hove, Kingston upon Hull, Newcastle, Portsmouth, Southampton and Liverpool.

Analysis of last year’s campaign showed that more than three quarters of drivers agreed the adverts reminded them about the importance of looking out for cyclists.

More than £374 million has been made available by the government to support safer cycling, including £35 million to tackle dangerous junctions, while nearly all of the projects being funded by the department’s £600 million Local Sustainable Transport Fund contain a cycling element.

Spend on cycling is currently around £6 per person each year across England, and over £10 per person in London and the 8 Cycling Ambition Cities – Manchester, Bristol, Cambridge, Oxford, Newcastle, Norwich, Leeds, Birmingham – which have received extra cash for cycling infrastructure.

Meanwhile, councils have been challenged to ‘cycle-proof’ their existing roads and plan for cyclists when designing new road infrastructure. Local authorities are also able to spend a portion of £1.89 billion they receive for roads to improve provision for cyclists.

The government has also made it simpler for councils to introduce 20 miles per hour zones and limits and install mirrors at junctions to help eliminate blind spots for drivers of heavy goods vehicles and ensure better visibility of cyclists.

Images from the campaign are available on THINK! website.

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