The whole campaign is an exercise in barking up the wrong tree. They list five things that they think may "help"- ie keep safe, cyclists and every single one is aimed at what cyclists do. So the impression is given that if only cyclists sorted things out they'd stop getting killed. Therefore, because the entire premise is flawed, they devote an entire segment to earphones, blindly following Boris's nonsense. Earphones are irrelevant. They don't matter. The test yesterday was a case in point, it was devoted to earphones so they had a man from a university with a clipboard who said "10%" less concentration. That's a suspiciously round number for a start. Whatever. It's not important. Earphones are a triviality, and if there really is a problem with listening to music how come drivers weren't mentioned throughout the entire section? Blimey, it was surreal, it was as if drivers were in an alternative universe. Bizarre.
It's been a waste of time and a missed opportunity, they may as well have covered the role in making roads safer for cyclists of tea cosies, amaryllis and mustard. Pathetic.