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.
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.