We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Pedal Cycle Casualties: The effectiveness of advertising in reducing pedal cycle casualties
Pedal Cycle Casualties: The effectiveness of advertising in reducing pedal cycle casualties
Pedal Cycle Casualties: The effectiveness of advertising in reducing pedal cycle casualties
Increases in bicycle casualties, especially amongst children led to this Government campaign to promote pedal cycle safety. Objective: to change the attitudes and behaviour of motorists towards cyclists. Media: TV. Test regions. Evaluation: ad awareness increased significantly in test area and casualties in this area reduced 17%. The campaign was replicated in London in 1981 and led to a reduction of 14% in casualties.