Cycling safety and HGV communication development

The research objective of this project was to explore the attitudes and behaviours of cyclists and LGV drivers when it comes to road safety and to identify the types of communications / messages / initiatives:

• That resonate with cyclists and LGV drivers alike.
• That educate them about sharing the road safely with one another.
• Are most successful at achieving this without apportioning blame.

Finally, the project aimed to develop a blueprint and recommendations for future communications.

These objectives were achieved through a combination of ethnographic sessions with LGV drivers and cyclists, including tour of vehicle and cyclist sitting in drivers seats, and reconvened creative and collaborative groups with LGV drivers and cyclists.

The main findings were as follows:

• There are two strong situational facts that cyclists and LGV drivers share in common – the roads are not ideal and blind spots are a vehicular fact. Highlighting these facts places the blame on the situation rather than either road user, and raises empathy levels for both sides.

• For cyclists, there is a lack of awareness around blind spots, and the general rules to stay safe when dealing with LGVs. Experienced cyclists are surprised to find out it is generally experienced cyclists getting killed and reassess what they think they know. Cyclists require specific messaging about blind spots to raise awareness of the risks and counteract any misguided behaviour.

• For LGV drivers, the primary risks are the result of cutting corners due to time pressures or being distracted by road conditions, weather etc. LGV drivers need to feel supported to make decisions for themselves on how to keep cyclists safe.