THINK! Cyclist campaign

This new THINK! campaign calls on drivers and cyclists to stay safe by looking out for each other – and points out that drivers and cyclists have more in common than is often realised.

The THINK CYCLIST campaign was launched on the back of a new DfT poll in which 25% of respondents said they have noticed more cyclists on the road following Team GB’s success in the London 2012 Olympics and Paralympics, and Bradley Wiggins’ success in the Tour de France.

This is the first time that the THINK! team has produced a campaign talking to cyclists and drivers.

With 80% of cyclists holding a driving licence, and one in five drivers cycling at least once a month, the campaign is based on the premise that they are often the same people.

The DfT poll also showed that there are areas of agreement between cyclists and drivers on how to stay safe. Looking twice for each other at junctions came out top for both as the precaution that would avoid the most collisions (41% of cyclists, and 35% of car drivers). Both also agree on how to make things better, with 67% of cyclists and 59% of drivers saying that giving each other space on the road was in their top three ways of making cyclists and drivers more visible to road users.