What do successful bicycle safety campaigns have in common, and what tactics should be used in the future to achieve success? To help answer this, Bikes Belong conducted a review of campaigns, primarily used in the U.S. Important conclusions include: Emotional campaigns are more effective at increasing safety than informational campaigns.Safety campaigns that personalize and humanize cyclists without creating fear are ideal.Messages should be targeted at wide audiences that include both motorists and cyclists

Kate Scheider

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A Review of Bicycle Safety Campaigns - Campaign tactics and styles - How to get the word out - Messaging on multiple levels - Other interesting tactics Primarily in the U.S. In the U.S., most bicycle safety campaigns focus on informing road users rather than on convincing behavior change. It’s easier and cheaper to provide information (laws, suggested behavior, etc) than to develop a campaign that captures peoples’ emotions. But, comprehensive studies of  road safety campaigns conclude that emotional campaigns are more effective at increasing safety than informational campaigns. We need more emotionally-targeted bicycle safety campaigns and fewer information-laden, acronym-heavy outreach efforts.  What should a campaign look like? General road safety campaign studies have concluded that emotional campaigns that depend on fear are often the most effective. In the US, bicycling already has a strong association with fear, which discourages more people from riding bikes. We want to avoid fear-based emotional campaigns so as not to perpetuate the perception that cycling is very dangerous. Safety campaigns that personalize and humanize cyclists are ideal. Here are some examples of  emotional safety campaigns that avoid fear tactics… Washington County Bicycle Transportation Coalition’s “And We Bike” campaign Life-sized cutouts of  people with their bikes Remind motorists that bicyclists are their relatives, friends, coworkers and neighbors Message is, “Be careful; the cyclist could be someone you know.” David Zabriskie’s “Yield to Life” campaign “It is my mission to humanize and personalize cyclists to help motorists to always be aware that we are ‘life’ and that we deserve a safe space on the road.” NHTSA’s “Share the Road with Motorcycles” campaign “The headline [on ad at right], which reads ‘Tough on the Outside. Soft and Squishy on the Inside’ reminds readers that as tough as some bikers may be, we are all susceptible to potential accidents and injuries.” Common vehicles for distributing a bicycle safety campaign’s message are swag, informational pamphlets and brochures, and memorial rides. Too often these materials reach a narrow audience and either are too full of  information to be easily processed (pamphlets) or lacking in any information (rides). A successful bicycle safety campaign would deliver an easy-to-understand message to a wide range and large number of people, including both motorists and cyclists. Here are some examples of  safety campaigns that use creative messaging tactics to increase exposure… How to get the word out Transport for London’s “Do the Test” campaign Videos spread virally on the Internet (6.3 million YouTube views)!Toronto’s “Watch for Bikes” campaign gave out 150,000 side mirror stickers Car mirror stickers also distributed to cars and cabs in San Francisco, CA and Cambridge, MA, where they come with every parking permit.  WashCoBTC’s “And We Bike” campaign: Traffic Awareness Days Roadside events at various high traffic intersections with volunteers holding signs to raise awareness of  bicycles on roadways and to promote the campaign. Similarly, Marin County Bike Coalition passes out literature at “Share the Road Checkpoints”!Transportation Alternatives’ “Give Respect Get Respect” campaign Fake summons Gives cyclists an alternative to violence to get “justice”  Informs motorists without overloading them with information Explains cyclists’ behavior and how motorists can endanger them One Less Car’s “Community Pace Car” campaign “…gives Maryland residents a chance to impact traffic safety by taking charge of  their neighborhood streets. People who sign the Community Pace Car pledge…agree to put the Maryland Community Pace Car sticker on the back of  their car and to actually obey the posted speed limit in their neighborhoods, thereby acting as a “pace car” for other motorists. Only a small percentage of  vehicles acting as pace cars can effectively slow motor vehicle traffic in a neighborhood. When enough people join, traffic can be calmed city or county-wide. This makes conditions safer for bicyclists, pedestrians and transit users. As safety conditions improve, people feel more comfortable walking, cycling or just waiting for the bus.”  1.  I will drive within the speed limit on all community streets in Maryland. 2. I’ll treat all pedestrians with respect and will share the road safely with them. 3. I’ll treat all bicyclists with respect and only pass them when I can give them at least 3 feet of  safe clearance. 4. I’ll give myself  enough travel time so that I’m not sacrificing courtesy or safety. 5. I will not be pressured by other driver’s impatience to drive above the posted speed limit. 6. I will devote my full attention to driving and avoid distractions such as cell phones. 7. I will choose to DRIVE LESS by walking, bicycling and taking mass transit when I can in order to reduce traffic, save money and improve the environment in my community. Messaging: working on multiple levels What message a bicycle safety campaign communicates, beyond simple bicycle safety, can determine its effectiveness. Many campaigns are one-sided: simply telling motorists what they do wrong. Imbalanced campaign messaging might only serve to divide the motorist and cyclist communities and keep cycling a fringe mode. Campaigns that speak to both groups and make cycling look like more of  a mainstream, ordinary mode of  transport are ideal. The more cyclists there are, the safer cycling gets; so, a safety campaign that indirectly encourages more people to cycle (and all road users to ride or drive safely) is ideal. Here are some safety campaigns that present cycling as a more mainstream transportation option and work to diffuse tension between cyclists and motorists, often with eye-catching photography of  real people… Cambridge, MA’s “Express Yourself” campaign “Approach: Use an emotional (versus rational) approach to selling alternative transportation. Make walking, biking, and public transportation appear fun and hip, while recognizing that never driving is not realistic.” “Safety is Sexy” campaign “Mission: To erase the stigma that wearing a helmet is dorky or uncool and to encourage the idea that wearing a helmet is attractive, cool and smart.” Urban-adult-centric blog with short, cool posts about helmet safety, including retro helmet ads and campaigns, new commuter helmet fashions, and celebrity helmet wearing. Fort Collins, CO’s “Coexist” campaign Posters speak to both drivers and cyclists. Cyclists are dressed casually and (for the most part) look like ordinary—even hip—people going about everyday business on bikes. The images in this campaign are eye-catching, but some of  the crash scenarios depicted might scare away potential cyclists in those communities where the bike mode share is extremely low. San Francisco’s “Coexist” campaign Like the Fort Collins campaign, this one uses vivid and interesting photos of  ‘hip’ people cycling to present the ideal action in dangerous scenarios.  It also shares the goal of  “encouraging greater respect between cyclists and motorists.”   NYC’s “Look” Campaign Again, we see arresting photographs at the center of  this campaign. The posters (left) speak to drivers, and the postcards (right) are directed at cyclists. Ideally, an ad would speak to both groups in the same document to prevent finger-pointing (this is an issue with the Fort Collins and San Francisco ads too.) Neither group wants to be singled out. With a balanced campaign, each group might be more willing to accept the message. Cascade Bicycle Club’s “Give 3 Feet” campaign Catchy photo and logo Other interesting campaign tactics Explain to motorists why cyclists might behave the way they do. Non-cycling drivers don’t understand some safe cyclist behavior (e.g. “taking the lane”) and perceive it as a threat. The more drivers understand about how bike riders behave, the better. Signage that does this at confusing junctions helps too. VT Bike and Pedestrian Coalition’s “General Store Flyer” explains to motorists why bike riders might not always be hugging the shoulder. Explain cyclist behavior Distribute bicycle safety tips with all parking permits – Cambridge, MA Create Share the Road license plates – Various states Reduce motorists’ traffic violation fines if  they take classes on bike safety – Marin County, Portland, OR Integrate kids’ bicycle safety education is into phys. ed. classes with the help of  the local police department – Cambridge, MA Educate law enforcement on bicycle safety and laws, and even partner with them to enforce bike safety – Louisville, KY, Cambridge, MA, and Columbia, MO Make bicycle safety a large component of  driver education – Denmark, Netherlands Have a significant bicycle safety education curriculum in schools. In the Netherlands, primary schools strive to achieve a “Traffic Safety Label” Get into the system Use bilingual messages in areas with a significant non-English speaking population Provide free or discounted safety equipment like helmets, lights, reflectors, and bells to low-income bicyclists – Cambridge, MA and Portland, OR’s Bicycling Transportation Alliance Provide free bike safety checks and helmet fittings to low-income bicyclists – Washington Country Bicycle Transportation Coalition  Consider all parts of a community Conclusions + Best Practices Target emotions rather than relying on information and acronyms Personalize and humanize cyclists; avoid fear Deliver an easy-to-understand message to a wide range and large number of people, including both motorists and cyclists Indirectly encourage more people to cycle; there’s safety in numbers Explain cyclist behavior Get into the system Remember all parts of a community 

Bicycle Safety Campaign Review

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Bicycle Safety Campaign Review

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