Successful THINK! cycle safety campaign expanded

JonathanMarch 25, 2014

A campaign that aims to make the UK's roads safer for cyclists will be expanded to a number of busy cities across the country, according to the road safety minister Robert Goodwill.

The scheme, which includes eye-catching outdoor posters to warn cyclists and drivers of the various dangers, has been launched in five key cities in the UK. The campaign will run for four weeks and will be adopted in Birmingham, Bristol, Cambridge, Leeds and Manchester.

After a successful run in London last spring, it will now begin rolling out to these key cities from October this year. The five places have been selected as they have highest rates of traffic collisions involving cyclists compared to population, according to statistics.

Analysis of last year's campaign indicates that nearly two-thirds of drivers believe that the posters helped them to remember the importance of looking out for cyclists. This is part of a wider initiative from the government to try and make the UK's roads safer for cyclists to encourage more people to get on their bike.

The government has invested more than £278 million to support safer cycling, including £35 million to tackle dangerous junctions, while nearly all of the projects being funded by the Department of Transport's £600 million Local Sustainable Transport Fund contain a cycling element.

However, it is down to local councils to ensure that roads in their area are as safe as possible for all road users, especially the most vulnerable ones. Councils have been challenged to ‘cycle-proof' their existing roads and consider cyclists when designing new road infrastructure. 

Local authorities are also able to spend a portion of £1.89 billion they receive for roads to improve provision for cyclists. 

Mr Goodwill said: "We have some of the safest roads in the world but one cyclist's death is one too many and we are determined to make our roads safer. 

"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." 

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