What problem did you address/are you addressing?
Research showed that 80% of drivers find it hard to see cyclists and motorcyclists. Following the death of a motorcycling friend of former AA Patrol of the Year Tony Rich the Think Bike Campaign was launched. The Think Bikes Campaign centres around a pair of simple stickers placed on a vehicle’s wing mirrors as a reminder to do a ‘double-take’ in their mirrors for cycles and motorcycles in their blind spots. The campaign was launched with the backing of Olympic cyclist Chris Boardman and 20-time Isle of Man TT winner John McGuinness.Cycling is becoming more and more popular. Research showed that nine out of ten drivers (93%) admit it is sometimes hard to see cyclists while driving and more than half (55%) are often ‘surprised when a cyclist appears from nowhere’. This research also showed that 85 per cent of drivers think motorcyclists are sometimes hard to see and more than half (57%) are often surprised when ‘a motorcycle appears from nowhere’. The stickers placed on a vehicle’s wing mirrors as a reminder to do a ‘double-take’ in their mirrors for cycles and motorcycles in their blind spots. The Campaign was the idea of former AA Patrol of the Year, Tony Rich, following the death of a close friend in a motorcyling accident. An increase in road accidents involving cyclist and motorcylists revealed a need for a campaign to increase awareness and more effective road sharing.
What are your objectives?
With the use of the Think Bike stickers it will become second nature for drivers to be more observant of cyclists and motorcyclists creating more respect for all road users.
Greater awareness alongside education, enforcement and improved infrastructure will make our roads safer for all.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative?
The launch in Central London was supported by Olympic-cyclist Chris Boardman and 20-time Isle of Man TT winner John McGuinness as well as the Metropolitan Police. In addition to numerous radio interviews, the launch was broadcast live on BBC Breakfast and was featured in the UK’s national newspapers. The ‘Naked Cyclist’ video received around 300,000 views on You Tube. The campaign has also received coverage from around the world as the success of the campaign grew. The campaign has also been promoted at a number of motoring conferences including TISPOL Conference and the Global Motoring Association.
How did you evaluate/are you evaluating the success of your action?
Before the campaign launched we conducted some research among AA Members that found - we proposed to repoll the members at the end of the campaign which will show the benefits from the campaign.