Cycling KSIs increased year on year for the last 8 years, at a rate higher than traffic increases - the first adult cycle safety campaign launched in September 2012. In 2013 DfT developed the cycling safety tips campaign, with further bursts of activity taking place in 2014 and 2015. The communication objective was to provide tips that: * Encourage both cyclists and drivers to reappraise their behaviours and increase awareness of key messages * Increase awareness amongst drivers of what they can do to look out for cyclists * Provide cyclists with advice so that they are aware of the steps they can take to make themselves more visible. Overview of key findings: - Recognition of the 2015 campaign has remained stable compared to previous years, and has risen in cities in which the campaign has run before. Recognition remains higher for cyclists than for drivers; 4 5 - There has been little movement in claimed behaviours among drivers; - Cyclists also show some increase in claimed safe cycling behaviours, although this is in part due to the nature of the sample population; - Even those cyclists who are able to correctly identify the safest cycling behaviours do not always follow these guidelines, suggesting that increasing knowledge alone may not be sufficient to reduce accidents; - There are still some knowledge gaps regarding safe behaviours among cyclists. Encouragingly, knowledge has shown gradual improvement in cities where the campaign has run before. (Author/publisher)
Samenvatting