Cycling Safety – Cyclists Should Be Seen and Not Hurt

Principal Author: Giselle Okin - WCRS
Contributing Authors: Fergus Adam, Laurence Parkes - WCRS

In 2007, 21 cyclists in London died because they weren't seen.

To prevent this happening again we only had a total budget of £600k, yet we managed to ensure our message was seen by over 13m people.

It was challenging; we didn't want to discourage cyclists from riding nor did we want to apportion blame for accidents. The greatest challenge was that drivers thought they were already looking out for cyclists and cyclists thought they were making themselves sufficiently visible.

Our solution came from the problem. We couldn't just tell people cyclists weren't being noticed, we had to prove it.