Collection of Cycle Concepts 2012.pdf - Fietsberaad

CAMPAIGNS AND COMMUNICATIONS
Campaign Sender Aim Target Concept Impact
Right turn campaign
Danish Road Safety
Council, Danish Transport
Authority, Danish Cyclists’
Federation, and the Danish
Transport and Logistics
Association (DTL)
Inform cyclists of the danger
of being in the lorry blind spot.
Inform lorry drivers how to
adjust their cycle safety mirrors
Adults and
children
Nation- wide TV spots and outdoor work and educational
materials for cyclists and lorry drivers. In addition, local
initiatives in which school children , for example, sit in a
lorry and view the road from there.
The number of dead and seriously injured
cyclists involved in right- turn accidents has
generally dropped over the past 5 years,
which coincides with intensive right-turn
campaigns. However, the figures indicate
that this varies from year to year so it is
imperative to keep reminding cyclists and
lorry drivers to keep an eye out for each
other.
Bike light campaign Danish Cyclists’ Federation Encourage more school children
to remember their lights and
reflectors after dark
Year 4 school
children
The campaign exploits children’s innate curiosity to
find out how the world works. All participating classes
receive: a kit containing bike lights, reflectors, etc; a
teacher’s manual for integrating the materials into
different school subjects; and post cards that can be sent
to parents informing them of the campaign
In 2010 more than 33,000 school children
from around half the country’s 4th year
classes and their teachers evaluated the
campaign. They said that the number of
school children using mandatory bike lights
and reflectors had increased by 10%.
Around the world in
80 days
City of Aarhus
Make cycling fun for kids and
make them want to bike more
School children in
Years 6 -7
School children take part in a friendly competition as to
who can bike furthest. Every class is given two GPS’s that
chalk up kilometers into the class account as the children
take turns cycling. The children upload their kilometers
onto a homepage and for every cycled kilometer, virtual
Dr. Glob advances a corresponding kilometer on his
journey around the world.
370 children from 17 classes signed up.
62% of the participating students cycled
more than usual and 40% took their bikes
along on journeys which would otherwise
have taken place solely by car
My helmet
Danish Road Safety Council
and Trygfonden
Encourage more people to use
a helmet
Adults and
children
A number of designer helmets sold at bargain prices
were launched all over the country in collaboration
with a designer and Netto, the supermarket chain. In
addition, on the homepage you could design your own
cool bike helmet idea, the 5 best of which were put into
production.
In 2010 25% of cyclists used a helmet;
in 2008 the figure was 15%. A helmet
reduces the risk of head injury by 50%.
Use a helmet because
we love you
City of Aalborg Get more people to use a
helmet
Adults The campaign consisted of a video in which a couple
of local police officers stopped random cyclists and gave
them a hug and a helmet. The punch line was: “Use a
helmet because we love you”. In addition to the film
the campaign consisted of a number of events in which
children presented their parents with helmets.
The campaign attracted major international
attention and in the following years has
been supplemented with new angles, the
most recent being “Use a helmet, it’s cool”
in 2011.
All kids bike
Danish Cyclists’ Federation
and Tryg fonden
Encourage school children to
bike to school and remember
their helmets
School children
Years 0 –10
The campaign was based on the sense of community
that already exists among school children. The
participating classes competed as to which class could
cycle the most days in the course of the given campaign
period. The students were awarded 1 point for cycling
and 1 point for using a helmet.
In 2010 over 140,000 school children from
all over the country took part. In the two
weeks the campaign ran the participating
children biked a total of more than
637,000 days and used helmets on more
than 559,000 days. (90% used a helmet.)
30% of the children enjoy cycling more
after the campaign.