Cycling Scotland takes campaign to the masses via television
The 'Give Me Cycle Space' campaign, aimed at increasing driver awareness of and around child cyclists will receive a significant boost with a new TV advert.
The 30 section 'stop motion' commercial will first broadcast on Monday May 7th.
Shops can download a 'Give Me Cycle Space' poster here.
The campaign, from Cycling Scotland, is also designed to encourage more children to cycle to school. Research from CS revealed 30 per cent of children want to cycle to school, whereas only around three per cent actually do. Parental fears about cycling on the road is cited as the main barrier, so the campaign is also pitched at parents, hoping to gain their attention and reassure them that roads around schools are more cycle-friendly.
The TV ad will run alongside a wide range of other methods to spread the 'Give Me Cycle Space' message. In-school activity and advertising all feature children in school uniforms on bikes with outstretched arms to indicate they need room to cycle safely.
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Roadside media such as billboards, bus shelter posters sites and lamp post banners - as well as radio advertising at key school drop-off/pick-up times - are also being employed to spread the message.
According to Cycling Scotland the campaign, which has been piloted in several local authority areas - has paid dividends. 94 per cent said the campaign made them slow down while driving in Cycle Friendly Zones and 97 per cent said it made them more aware of children cycling to school.
79 per cent said the campaign made them feel more confident about letting their children cycle to school.
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4 comments
Great ad - now can we have one for the whole country and include adults as well?
Robert Wade May 4th 2012 at 2:17PM
0 0I agree with Robert on this great concept and I have included it in my adult cycle training today. Yes should be for the whole country. Are there any posters that can be downloaded?
Martin Bujdoso May 5th 2012 at 8:53PM
0 0Good ideas. I couldn't find a downloadable poster myself, but have asked Cycling Scotland if they've got one somewhere online.
Jonathon Harker May 8th 2012 at 9:57AM
0 0Sorted - we've had a word with Cycling Scotland and they've provided us with a high res poster shops can download and place in their shops, if they want to. The link is in now in the story above (3rd paragraph after the strap line).
Jonathon Harker May 8th 2012 at 11:38AM
0 0