Safer cycling campaign
News from our partners West Mercia Safer Roads Partnership
One Olympic legacy that is impossible to miss is the resurgence in cycling nationwide and, with better weather approaching, many more people are expected to start cycling to work regularly. Cycling is also an enjoyable, often sociable and healthy pastime, and the variety of cycling interests seen on our roads has already increased.
Figures from the Department for Transport indicate that the number of cycling casualties overall is growing and, with this in mind, the Mercia region of Road Safety GB and the West Mercia Safer Roads Partnership are launching a new publicity campaign to try and address the problem.
The main aim of the “What Matters Most” campaign is to highlight the many distractions that can cause drivers to fail to concentrate fully on the road ahead and on the other road users around them.
Vicki Bristow, Communications Manager at the West Mercia Safer Roads Partnership, explained:-
“Many modern vehicles now have satellite navigation, air conditioning, electronically adjustable settings for everything, and an entertainment system as sophisticated as anything at home. Add to this a mobile phone, drinks, snacks and other daily paraphernalia in the vehicle, and it is hardly surprising that drivers allow themselves to be distracted. Everyone should be concentrating on the road, other traffic and people around them. Drivers are often at fault when involved in a collision with a cyclist, and a frequent problem is – simply – a failure to look properly and to plan ahead. We must focus on the most prevalent causes and, given the risk of much more serious injuries to a cyclist when involved in a collision with any other vehicle, it is their safety that leads this campaign.”
Local statistics suggest that the greatest number of cycling collisions occur on main arterial routes, with 30mph speed limits, in urban environments. They are also more frequent in rush hour traffic, but particularly between 4pm and 8pm on weekdays.
The What Matters Most campaign will incorporate advan posters travelling on key routes in Shrewsbury, Oswestry, Telford, Ironbridge, Stirchley and Bridgnorth over the coming weeks, so as to be seen by a significant number of road users in the area. A new website – www.whatmattersmost.org.uk and social media will also support the campaign, and provide extensive information and advice for both drivers and cyclists. The aim is to enable all road users to gain a greater appreciation of each other’s habits, obligations and needs on the road.
Vicki Bristow continued:-
“A significant proportion of collisions occur when someone makes a simple error or a poor decision just before impact. How guilty would anyone feel if they caused serious injury or loss of life, only because they glanced at a text, failed to look properly at a junction, or grabbed a sandwich on the move? On today’s busy roads, the centre of attention should just be drivers driving safely and cyclists riding safely.”
The campaign has already been endorsed by the national cycling charity CTC and Professor David Cox OBE, Chair of CTC, commented:-
“With an increasing number of cyclists on our roads, it is crucial that drivers see them early, take extra care when passing and remain particularly vigilant at junctions. CTC is delighted to be associated with the What Matters Most campaign, and hope it will nurture better understanding, highlight cycling issues and ultimately, save lives.”
Anyone wishing to download and display a free campaign poster should visit www.whatmattersmost.org.uk and go to the “Get Involved” page.
