Don't want to come across as negative, because I think awareness would be a real help, but...
... I started commuting on my bike last summer. Before that point, I had absolutely no idea about cyclists - suitable driving patterns, the dangers cyclists face etc etc.
Not to say I was completely ignorant of the highway code and in general I think I drive with care.
But I hadn't come across any sort of campaign and there was no specific thought in my mind about cyclists.
From a straw poll of one, more needs to be done to raise awareness in my opinion. Ideas?
- Additions to the driving tests
- A considered message communicated to all drivers. All drivers renew VED don't they? Even the exempt ones have to go through the process (not sure)? Perfect opportunity to include promotional material on an annual basis.
- B2B communication around major cities. If the majority of drivers are driving to work, it would be good to think about how their employers could help in communication to employees.
- Perhaps an integrated campaign, targeted initially at incident hotspots throughout the UK. ATL and BTL promotion of the campaign.
The last suggestion would not be cheap, but it's just an example of what could be done. Something fun, creative yet serious would, I am sure, be easy for the sharp minds of the agency world to come up with.
