What matters most? (campaign)

The ‘What Matters Most’ campaign, which is supported by the Olympic cycling hero Jessica Varnish and CTC the national cycling charity, is designed to deliver ‘key messages’ for both cyclists and motorists.

The campaign says that that roads are a shared resource and sets out to highlight the many distractions that can cause drivers to fail to concentrate fully on the road and other road users – but also highlights ‘errors of judgement’ that some cyclists make.

The campaign website offers information and advice for drivers and cyclists with the aim of improving understanding and appreciation of the need for our roads to be safer for everyone.

The campaign explains that many vehicles have hi-tech entertainment systems, satellite navigation, hands free kit and places for food/drink etc so it’s not surprising that drivers find it very easy to become distracted.

The campaign also says that driver distraction is often sited as the main reason for a collision involving cyclists; the problem being that the driver has failed to keep their attention on the road and has not allowed for the fact they are sharing the road. Misjudgement of the amount of space needed to overtake a cyclist is also a common cause for collisions.

The campaign also says that cyclists have a part to play in ensuring that they are using the road as safely as possible. Rider distraction and failing to look properly often feature in the statistics, and the fact that the cyclist couldn’t be seen.

The campaign aims to raise awareness to both groups so the road network can be shared safely.