Share the road project examples

Information on successful national and international projects.

Share the road

Queensland

Intent

To teach cyclists and motorists how to share the road safely.

Audience

Cyclists and motorists

Approach

A promotional campaign used a television advertisement with the byline, ‘Play fair and share the road’ as the centre of its campaign and supported it with radio announcements, stickers and information leaflets. T-shirts with slogans were provided to local cyclists. Information was given to driving instructors on how to train young drivers to share the road with cyclists. The television advertisement provided a three-step approach for motorists to share the road – give cyclists room, check for cyclists and give way to cyclists. Cyclists were given one step – obey the road rules. The theme and tag line was ‘It takes two to tango’. The television advertisement’s message was designed to be simple and specific.

Evaluation

About 85 percent of people who had seen the television campaign felt that the message had been successfully disseminated. Around 65 percent agreed that since viewing the advertisement, they had made more of an effort to check for cyclists when driving.

Contact details

www.roadsafety.qld.gov.au

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Last updated: 22 February 2007