A campaign was organised to increase cycling safety in the Dutch municipality of Amsterdam. The campaign was based on marketing principles, and centred on cyclists' needs in safety and comfort. The emphasis in the 'Safe Cycling' campaign was on infrastructure improvements and police enforcement. Police enforcement targeted speeding offences by motor vehicles. As regards traffic offences committed by cyclists, police enforcement concentrated on: (I) riding through red lights; and (II) the absence of adequate cycle lights. The information campaign justified this activity by the "You can't have something for nothing!" slogan. The following questions were asked during the campaigns's assessment phase: (1) How far did the campaign run according to plan? (2) What was the public awareness of the campaign, and how was it judged? (3) How did the police accept the campaign? and (4) did the campaign change the actual behaviour of cyclists and drivers, and if so, to what degree? The most important finding was that the campaign tied in closely with cyclists' needs, although their behaviour did not change. However, the idea of giving something to get something was not sufficiently visible. This is probably one of the reasons why behaviour did not change. The campaign had limited police support.
Abstract