New THINK! campaign asks drivers and cyclists to ‘look out for each other’
A new THINK! campaign launched today (20/9/12) calls on drivers and cyclists to stay safe by looking out for each other – and points out that drivers and cyclists have more in common than is often realised.
The THINK CYCLIST campaign is launched on the back of a new DfT poll in which 25% of respondents said they have noticed more cyclists on the road following Team GB’s success in the London Olympics and Paralympics, and Bradley Wiggins’ success in the Tour de France.
This is the first time that the THINK! team has produced a campaign talking to cyclists and drivers.
With 80% of cyclists holding a driving licence, and one in five drivers cycling at least once a month, the campaign is based on the premise that they are often the same people.
The DfT poll also showed that there are areas of agreement between cyclists and drivers on how to stay safe. Looking twice for each other at junctions came out top for both as the precaution that would avoid the most collisions (41% of cyclists, and 35% of car drivers). Both also agree on how to make things better, with 67% of cyclists and 59% of drivers saying that giving each other space on the road was in their top three ways of making cyclists and drivers more visible to road users.
Stephen Hammond, transport minister said: “We take the issue of cycle safety extremely seriously so we are launching ‘THINK CYCLIST’, a campaign aimed at cyclists and drivers.
“With interest in cycling heightened by Bradley Wiggins winning the Tour de France and our cyclists’ extraordinary success at the Olympics and Paralympics, we want to remind cyclists and drivers of the importance of looking out for each other to avoid accidents.
“Many people cycle and drive and a new THINK! poll shows both road user groups agree that looking twice at junctions, as well as giving each other space on the road, are practical things we can all do to help reduce the number of cyclists killed and seriously injured on our roads each year.”
FOOTNOTE: The THINK! team has produced a Stakeholder Toolkit to accompany this campaign. The Toolkit can be downloaded from the Members’ Area on this website. Road Safety GB members will find the toolkit in the Members Area under ‘DFT Communications’.