THINK! Cycling evaluation. January THINK! Cycling evaluation

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1 January 201

2 Contents 1 Campaign aims and background 2 Overview of key findings Campaign awareness and take out Cause and responsibility for cycling accidents Driver knowledge and behaviour Cyclist knowledge and behaviour 7 Insight and Recommendations 2

3 1 Campaign aims and background

4 Context Cycling KSIs have increased year on year for the last years, at a rate higher than traffic increases - as such, the first adult cycle safety campaign launched in September 2012 In 201 DfT worked with TfL to scale up cycling safety activity, with the objectives of encouraging drivers and cyclists to re-appraise their behaviours and increase awareness for other road users by providing tips: encouraging drivers to look out for cyclists giving cyclists advice about increasing their visibility on the roads

5 Campaign activity The key messages developed for the campaign were: Drivers, look out for cyclists when getting out Cyclists, ride a door s width from parked cars Cyclists, ride central on narrow roads Drivers, look out for cyclists at junctions er advertising ran in Cambridge, Bristol, Leeds, Manchester and Birmingham (the cities with highest cycling KSIs outside of London) Activity ran from 21 st October to 17 th November 201 To evaluate the campaign, TNS BMRB conducted pre and post research online amongst drivers and cyclists in the cities: the pre stage was conducted 21 st - 2 rd October 201 and the post stage, 1 th 2 th November 201

6 2 Overview of key findings

7 Overview of key findings 1 Recognition of the campaign was good relative to spend and TNS norms 2 The campaign works well amongst cyclists, less so amongst drivers The posters with specific tips work better than those with broader information Following the campaign there was increased reflection of behaviours There was a lot of media coverage around cyclist deaths at the post stage but this appeared to help amplify the THINK! campaign rather than dilute it

8 Campaign awareness and take out

9 Much more external noise around cycling at the post stage Road signs Local newspaper article TV news TV advert On backs of lorries National newspaper article Magazine er hoarding None of these Road signs Local newspaper article TV news TV advert On backs of lorries National newspaper article Magazine er hoarding None of these Q12/Q17: Can I just check, have you seen or heard anything about cycling in any of these ways recently? Base: All drivers/all cyclists ( stage /20; stage /00)

10 Cyclists more likely to recognise posters recognition good relative to spend and TNS norms TNS norms % Yes - Have seen poster ad ers Excellent 2% + Good 1-2% Reasonable -1% Poor 0-7% Seen any Seen but not sure which Drivers Cyclists Q2: Have you seen this poster ad recently?/ Have you seen these ads in a pub recently? (Prompted recognition) Base: stage; Drivers () Cyclists (00) 10

11 Main message communicated is that both cyclists and drivers need to be more careful/ aware % Be more aware of cyclists 1 1 Both cyclists and drivers need to be more careful/ aware 1 19 Safe cycling/ safety of cyclists/ ride carefully 1 Safe/ Keep safe Give cyclists (more) room/ space Take care on the road Be aware of other road users Cyclists do not ride too close 11 2 Drivers Cyclists Q2: What do you think is the main message of the ads just shown to you? Base: stage; Drivers (); Cyclists (00) 11

12 ers with specific messages work best amongst drivers It reminds me of the importance of looking out for cyclists 0 Agreement with statements... % It told me something new It made me think about my own driving It is the sort of ad I would talk about with other people It is aimed at people like me Ad A Ad B Ad C Ad D It sticks in my mind I found it confusing Ad A Ad B Q2. How much do you agree or disagree with the following statements about this ad? Base: All drivers post stage () Ad C Ad D 12

13 Specific message ads work even better amongst cyclists Agreement with statements... % It told me something new It made me think about how I cycle It is aimed at people like me It is the sort of ad I would talk about with other people I found it confusing Ad A Ad B Ad C Ad D It sticks in my mind Ad A Ad B Q2. How much do you agree or disagree with the following statements about this ad? Base: All cyclists post stage (00) Ad C Ad D 1

14 Cause and responsibility for cycling accidents

15 Little change in perceptions of the main causes of cycling accidents between pre and post stages Drivers not looking/ paying attention 12 9 Drivers not looking/ paying attention Not being seen by drivers Not being seen by drivers Going through red lights Careless driving Cars passing too closely 7 Going through red lights Cyclists not observing rules of the road 7 No lights Not being seen 7 Drivers not being aware of cyclists No lights Cyclists weaving in and out Not being seen Cars passing too closely 7 Q1: What would you say is the most common cause of cycling accidents? Base: All drivers/all cyclists ( stage 7/20; stage /00)

16 Three quarters feel there is equal responsibility for road accidents that involve cyclists no change between pre and post 7 (Completely responsibility of cyclist) 2 7 (Completely responsibility of cyclist) 1 (Equal responsibility) 7 7 (Equal responsibility) (Completely responsibility of car driver) (Completely responsibility of car driver) 2 Q1: A number of road accidents involve cyclists. Who do you think is responsible for preventing these accidents? Base: All drivers / all cyclists ( stage /01; stage /00)

17 Driver knowledge and behaviour

18 No change pre to post on claimed driving behaviours for drivers Always 2 Regularly 9 Sometimes Rarely Never I give cyclists room to ride I look out for cyclists at junctions and traffic lights 1 1 I look out for cyclists when opening my car door Q7: How frequently, if at all, do you do each of the following when driving? Base: All drivers ( stage ; stage )

19 No change pre to post on claimed driving behaviours for drivers Always Regularly Sometimes Rarely 2 2 Never I think about how my behaviour on the road might affect others 2 2 I change the way I drive on the road to ensure I do not pose a danger to others 1 1 I use safety tips that I have heard/learned to improve the way I drive on the road Q7: How frequently, if at all, do you do each of the following when driving? Base: All drivers ( stage ; stage )

20 Safety and awareness of accidents/deaths increased pre to post on reasons for conscious behaviour Take actions consciously or automatically Conscious 7 7 Automatic What makes driver take actions consciously Being a cyclist myself General awareness/common sense Safety Media coverage/ news Heard about accidents Cyclist deaths Careful/ cautious driving Witnessing bad driving Cyclists riding dangerously Nothing Q: In the last month, have you thought about doing these things at the time, or is it just part of your automatic way of driving?/ Q9: What, if anything specifically, prompted you to think about doing these things? Base: All drivers ( stage ; stage ) Drivers who consciously think about driving behaviour on the road ( stage 11; stage 20) (only showing answers over %)

21 Cyclist knowledge and behaviour

22 Improvement in cyclists knowledge of recommended cycling behaviour at post stage Behind On the outside A door's width One metre Centre of lane 1 22 On the inside 22 A car's width Left of lane In front Other Don't know centimetres Other Don't know Other Don't know Where cyclist should be positioned near a truck or lorry How much space should leave when passing parked cars Where should position self on narrow roads Q10: When cycling behind a truck or lorry, where is the best place to position yourself?/ Q11 When cycling, how much space should you leave when passing parked cars?/ Q21 When cycling, where should you position yourself when riding on a narrow road? Base: All cyclists ( stage 01; stage 00)

23 Slight increase in the proportion of cyclists who claim to always cycle in the middle of narrow roads Always Regularly 1 2 Sometimes Rarely Never I stop at red lights I stay behind lorries and trucks I give at least a car door s width when passing parked cars I ride in the middle of the lane when cycling on narrow roads Q12:How frequently, if at all, do you do each of the following when cycling? Base: All cyclists ( stage 01; stage 00)

24 Decrease in those always using safety tips learnt to improve cycling different tips being considered? Always Regularly Sometimes Rarely Never I think about how my behaviour on the road might affect others I change the way I drive on the road to ensure I do not pose a danger to others I use safety tips that I have heard/learned to improve the way I drive on the road Q12:How frequently, if at all, do you do each of the following when cycling? Base: All cyclists ( stage 01; stage 00)

25 stage increase in the proportion of cyclists who claim to consciously think about their cycling behaviour again influenced by cyclist deaths Take actions consciously or automatically What makes cyclist take actions consciously Safety News/ Media coverage 9 7 Cyclists being killed Poor/ bad/ careless driving Accidents/ hearing about accidents Road awareness 7 Other 1 1 Conscious Automatic None Q1: In the last month, have you thought about doing these things at the time, or is it just part of your automatic way of cycling? Q1: What, if anything specifically, prompted you to think about doing these things? Base: All cyclists ( stage 01; stage 00) Cyclists who consciously think about their behaviour on the road ( stage 102; stage 12) (only showing answers over %)

26 No movement in use of safety equipment at the post stage Front light Back light Helmet Reflectors elsewhere on bike High vis clothing 70 7 Any additional light Other None 2 2 Q20: Which of the following safety equipment do you use when you cycle? Base: All cyclists ( stage 01; stage 00)

27 7 Insight and Recommendations

28 Insight and recommendations Research insights Recommendations Recognition of the campaign was good relative to spend and TNS norms The creative idea behind the ads should be continued with The campaign works well amongst cyclists, less so amongst drivers Think about different messaging for drivers use of more specific tips The posters with specific tips work better than those with broader information Focus on promoting tips rather than broader messages Following the campaign there was increased reflection of behaviours Continue with activity around the subject 2

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