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The THINK! cycle safety campaign aims to help reduce the number of pedal cyclists who are killed and seriously injured on the roads by informing cyclists and motorists of the steps they can take to avoid collisions.
a 10% increase in fatalities from 107 in 2011 to 118 in 2012 and a 4% rise in serious injuries from 3,085 to 3,222
this is against a trend of decreasing casualties in road accidents for all other modes of transport
the number of pedal cyclists killed or seriously injured (KSIs) per billion miles cycled has risen by 18% from the 2005 to 2009 average to 1,074 casualties per billion vehicle miles - this is 3% higher than in 2011
93% of cyclist KSIs resulted from a collision with another vehicle
cyclists are 30 times more likely to be seriously injured than a car occupant
THINK! CYCLIST ‘tips’ campaign
Working in partnership with Transport for London (TfL), THINK! have used TfL’s ‘tips’ campaign and extended it to run in 5 cities across England where cyclist casualties are highest outside of London:
The campaign uses a series of tips to help educate and remind drivers and cyclists about the safe way to drive and ride. The campaign uses outdoor advertising at roadside locations. Outdoor media has been chosen as it enables us to reach and remind drivers and cyclists at the point of action and when behaviour is more likely to be positively influenced, ie when they are driving or cycling.
drivers, look out (for cyclists) when getting out
cyclists, ride a door’s width from parked cars
drivers, look out for cyclists at junctions
cyclists, ride central on narrow roads
motorists, leave room for cyclists at traffic lights
The first THINK! cycle safety campaign aimed at adults launched in September 2012, with the central message ‘Let’s look out for each other’. The campaign has 2 premises:
cyclists and drivers share many similarities, including the fact that large numbers fall into both groups with 80% of cyclists holding a driving licence and 20% of drivers cycling at least once a month
visibility is essential to good road safety
The campaign attracted media coverage from national and regional news media as a means to promote awareness of the campaign messages. Stakeholders helped deliver the campaign locally by using campaign assets in their local communication channels.
A stakeholder toolkit (PDF, 830KB) is available for stakeholders to download. This includes key messages and creative assets to encourage organisations to use THINK! cycle safety messages in their own campaigns.