What Matters Most campaign

‘What Matters Most’ was designed, developed and delivered by The M Partnership on behalf of Road Safety GB Mercia region, with the support of the Safer Roads Partnership in West Mercia.

The ‘What Matters Most’ campaign cites a “resurgence in cycling nationwide”, describing this as a legacy of the London 2012 Olympics. It also points to DfT figures which indicate that the number of cycling casualties is growing.

Local statistics suggest that the greatest number of cycling collisions in the Road Safety GB Mercia region occur on main arterial routes, with 30mph speed limits, in urban environments. They are also more frequent in rush hour traffic, particularly between 4pm and 8pm on weekdays.

The campaign highlights the many distractions that can lead to drivers failing to concentrate fully on the road ahead and other road users, and urges drivers to keep an eye out for cyclists. The aim of the campaign is to enable all road users to gain a greater appreciation of each other’s habits, obligations, and needs on the road.

The campaign utilises Advans, a dedicated website, Facebook page and posters to reach all road users in the conurbations of the West Midlands, as well as the rural counties of West and South Midlands.

The PR strategy uses dedicated versions of a launch press release to reach local newspapers, regional dailies and weeklies, as well as specialist cycling and commuting magazines and cycling bloggers.