Government To Relaunch Successful Think! Campaign

Two-Thirds Of Drivers Responded Well To Previous Poster Campaign


The Department for Transport will relaunch its Think! cycle safety drive having received a positive response to last year's campaign.

Last spring, the government distributed huge eye-catching posters across London, which reminded motorists to look out for more vulnerable road users. These were then rolled out in five other UK cities in October.

Research has shown that almost two-thirds of drivers agreed the posters did prompt them to check their blind spots for people travelling on two wheels.

Having proven to be a success, road safety minister Robert Goodwill confirmed the scheme would be reintroduced for a four-week period in Leeds, Bristol, Birmingham, Manchester and Cambridge in 2014.

"This new poster campaign builds on the success of last year's work to remind drivers to take care around cyclists and remind cyclists to be extra cautious around vehicles. This message is especially important as the weather improves and more people take to their bikes," Mr Goodwill commented.

According to official statistics provided by the Think! website, there was a ten per cent increase in cyclist fatalities between 2011 and 2012 and a four per cent upturn in the number of serious injuries being sustained by bikers.

The vast majority (92 per cent) of serious incidents involve another vehicle and with the amount of traffic on the nation's roads increasing, the likelihood of cyclists being killed or seriously hurt will inevitably rise.

This is why the government has made more than £278 million available to cycling safety campaigns, which includes £35 million to tackle dangerous junctions. London mayor Boris Johnson confirmed last month that a £300 million funding package has been put together to upgrade 33 notoriously hazardous junctions across the capital.

In addition to this, the government has made it easier for local councils to sanction road safety measures in their area. These include widespread 20 mph speed restrictions and the installation of Trixi mirrors to remove blind spots at certain junctions.

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Expert Opinion
It is very welcome that this cycling safety campaign is being relaunched and rolled out across England, particularly after research showed the previous initiative was influential among drivers in terms of raising awareness of checking blindspots and being considerate towards cyclists.

"The issue of cycling safety has been in the spotlight more than ever before in recent months, sadly due to a series of serious and fatal crashes.

"It is vital that everything possible is done to ensure that all road users – whether they travel on four wheels or two – are kept safe from harm when travelling."
Stephen Nye, Partner