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.