A Scottish Government campaign which asks pedestrians, cyclists and motorists to “all get along” has received a lukewarm reception from a cycling lobby group (Transport Network).
The £500,000 Nice Way Code campaign was funded by Transport Scotland and launched by Keith Brown, Scottish transport minister. The campaign has the backing of organisations representing various road user groups, including Cycling Scotland, the IAM, Sustrans, Paths for All and the AA. The first TV ads air on 5 August.
However, the Scottish campaign group ‘Pedal on Parliament’ (POP), has criticised the campaign as “words rather than action”.
A spokesperson for POP said: “Spending nearly £500,000 on asking drivers, cyclists and pedestrians all to be nicer to one another offers poor value for money. We’d rather see that money spent on cutting speeds, or improving known accident black spots.
“This words rather than actions approach demonstrates the Government’s lack of commitment to saving the lives of cyclists and other vulnerable road users.”
The Nice Way Code asks people to make small changes to their behaviour on the roads in order to make them safer and more pleasant for everyone. The campaign asks drivers to give cyclists more space and overtake them with care, and to look carefully for pedestrians crossing, while cyclists are asked to obey red lights and not cycle on the pavement. Pedestrians are included too, with messages about trying not to cross the road while looking at their phone.
The campaign uses TV ads, accompanied by a poster campaign which uses the strapline: “Let’s All Get Along. Follow the Nice Way Code.”
Keith Brown, transport minister, said: “The Nice Way Code campaign seeks to build a culture of tolerance and patience between cyclists, motorists, pedestrians and all other road users across Scotland.
“While the numbers of road casualties in Scotland are at their lowest ever level there is still simply no room for complacency. I believe this campaign will play its part in making Scotland’s roads safer for all users in the future and raise awareness that road safety really is everyone’s responsibility.”
Visit the Sustrans website for more information about the campaign, or here for POP’s response.