Guidance

THINK! cyclist

THINK! cyclist is a campaign to help reduce the number of pedal cyclists killed and seriously injured on the roads.

Document

Download the THINK CYCLIST toolkit

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Detail

THINK! cyclist is a new communications campaign 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.

Department for Transport’s 2012 road casualty statistics show:

  • 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! are using TFL’s ‘tips’ campaign and extending it to run in five cities across England where cyclist KSIs are highest outside of London: Birmingham, Bristol, Cambridge, Leeds and Manchester.

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, i.e. when they are driving or cycling.

Campaign messages:

  • 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

Visit the THINK! campaign site to view the ads.

THINK! welcomes stakeholder support for the THINK! CYCLIST ‘tips’ campaign to help deliver messages to drivers and cyclists.

‘Let’s look out for each other’ campaign

The first THINK! CYCLIST 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’ is available for stakeholders to download. This includes key messages and creative assets to encourage organisations to use THINK! cyclist messages in their own cycle safety campaigns.

Contact us

To find out more about THINK! CYCLIST email DfTPublicity@DfT.gsi.gov.uk.

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