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Cycling
Share the road
Did you know that Australians have bought more bicycles than motor vehicles in the last six years? Currently 95,000 South Australians cycle at least once a week for recreation, transport and fitness.
The 2007/08 cycling campaign aims to increase awareness of the importance of cycling safety by providing motorists and bike riders with information about the benefits of simple behaviours to improve their safety. The key message of the campaign is to “Share the road”.
The radio commercials depict common situations where motorists are unaware they have nearly hit a cyclist and another where a cyclist has not given clear indication to drivers, creating a dangerous situation. Both advertisements offer simple tips to improve each other’s safety.
Other elements of the campaign list simple behaviours and tips for each group to improve their safety.
The campaign targets:
- bike riders aged 30-39 skew male - utilitarian and commuters who ride to and from work or school on a regular or semi regular basis
- motorists aged 16-30 with a skew to males and metropolitan areas.
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