THINK! Cycling 'safety tips' evaluation 2015 · 2018. 5. 25. · Campaign and evaluation activity Poster advertising in March 2015 ran in the same five cities as 2014 -Cambridge,

THINK! Cycling evaluation© TNS May 2015

THINK! Cycling ‘Safety Tips’ campaign evaluation 2015


1Campaign aims and background


Context

Cycling KSIs increased year on year for the last 8 years, at a rate higher than traffic increases - the first adult cycle safety campaign launched in September 2012.

In 2013 DfT developed the cycling safety tips campaign, with further bursts of activity taking place in 2014 and 2015.

The communication objective was to provide tips that:

Encourage both cyclists and drivers to reappraise their behaviours and increase awareness of key messages

Increase awareness amongst drivers of what they can do to look out for cyclists Provide cyclists with advice so that they are aware of the steps they can take to make

themselves more visible

4


Campaign and evaluation activity

Poster advertising in March 2015 ran in the same five cities as 2014 - Cambridge, Bristol, Leeds, Manchester and Birmingham (the 5 cities with highest cycling KSIs outside of London). In addition, the campaign was also run in 7 other cities based on KSI data– Bradford, Brighton and Hove, Hull, Liverpool, Portsmouth, Southampton and Newcastle

Online research to evaluate the campaign amongst drivers and cyclists in the 12 cities: 1000 interviews 18th–19th March 2015 Data weighted to reflect relative size of each city

Campaign spend:

August 2013 – Campaign total: £226,000; Net media: £124,860Spring 2014 – Campaign total: £300,000; Net media: £207,648March 2015 – Campaign total: £270,000; Net media: £171,348

5


Increase in usage of safety equipment likely linked to seasonal factors but bike reflectors dropping in use

Q20: Which of the following safety equipment do you use when you cycle?Base: All cyclists (2013 Pre stage 301; 2013 Post stage 300; 2014 Post stage 301; 2015 Post stage 472)

78

76

69

60

57

25

72

72

71

64

51

21

78

79

70

67

56

21

79

79

68

65

55

20

Front light

Back light

Helmet

Reflectors elsewhere on bike

High vis clothing

Any additional light

2015 Post

2014 Post

2013 Post

2013 Pre

6

Reported equipment usage was higher among male cyclists- perhaps

reflective of frequency of cycling


2Overview of key findings

THINK! Cycling evaluation© TNS June 2014

Overview of key findings

1

2

3

Recognition of the 2015 campaign has remained stable compared to previous years, and has risen in cities in which the campaign has run before. Recognition remains higher for cyclists than for drivers

4

5

There has been little movement in claimed behaviours among drivers

8

Cyclists also show some increase in claimed safe cycling behaviours, although this is in part due to the nature of the sample population

Even those cyclists who are able to correctly identify the safest cycling behaviours do not always follow these guidelines, suggesting that increasing knowledge alone may not be sufficient to reduce accidents

There are still some knowledge gaps regarding safe behaviours among cyclists. Encouragingly, knowledge has shown gradual improvement in cities where the campaign has run before


3Campaign awareness and take out

THINK! Cycling evaluation© TNS June 2014

Q17: Can I just check, have you seen or heard anything about cycling in any of these ways recently?Base: All drivers/all cyclists (2013:Pre stage 548/260; Post stage 556/300) (2014: 533/301) (2015: 862/472)Significant difference 2014/2015 (*)

17

14

11

10

8

8

7

6

6

5

21

14

12

9

5

12

8

7

4

13

16

37

9

7

4

12

9

19

4

15

9

8

6

2

10

6

6

4

Road signs

TV news

TV advert

On backs of lorries

Poster hoarding/billboard

Local newspaper article

Other TV programmes

National newspaper article

Magazine

Online advert

2015 Post

2014 Post

2013 Post

2013 Pre

19

17

13

13

10

10

9

9

9

22

13

11

9

12

5

6

5

9

19

37

10

8

15

5

5

6

11

18

14

9

10

13

4

6

8

6

Road signs

TV news

TV advert

On backs of lorries

Local newspaper article

Poster hoarding/billboard

Online advert

Magazine

Other TV programmes

2015 Post

2014 Post

2013 Post

2013 Pre

Posters coming through more strongly in 2015 but telephone boxes/bus rears not recalled by either group

*

*

*

10

*

*

*

Telephone boxes:1-2%Bus rears: 0%

*


Poster billboards more likely to cut through in cities where the campaign ran previously

18

13

12

11

9

14

16

8

12

6

Road signs

TV news

Backs of lorries

TV advert

Poster billboards

Previous campaigncitiesNew cities

23

15

15

12

12

13

20

10

14

8

Road signs

TV news

Backs of lorries

TV advert

Poster billboards

Q17: Can I just check, have you seen or heard anything about cycling in any of these ways recently?Base: All drivers (Existing campaign cities: 527; New campaign cities: 335) All Cyclists (Existing campaign cities: 278; New campaign cities: 194) Top 5 ranking answers for each group displayed only

11


18

5 5 5 5 5

24

8 7 2 5 5 6 5

24

7 5 4 8 6 5 7

2013 Post 2014 Post 2015 Post

Q23: Have you seen any of these recently? (Prompted recognition) Base: Drivers 2013/2014/2015: (556/533/862)Significant difference 2014/2015 (*)

Overall ad recognition among drivers has remained stable relative to 2014

% Yes - Have seen poster ad- Drivers

Seen any

Seen but not sure which

11

*

Male drivers were significantly more likely to see the campaign: 28% v 20% for women

*


18

5 5 5 5 5

24

8 7 2 5 5 6 5

27

7 6 610 8 6 8

2013 Post2014 Post2015 Post (previous campaign cities only)

Q23: Have you seen any of these recently? (Prompted recognition) Base: Drivers 2013/2014 (556/533) Drivers in previous campaign cities of Manchester, Bristol, Leeds, Birmingham and Cambridge 2015: (527)Significant difference 2014/2015 (*)

Recognition has continued to build, however, in cities where the campaign has run before

% Yes - Have seen poster ad- Drivers

Seen any


11

**

*

*


27

7 6 610 8 6 8

17

6 4 24 3 3 6

Previous campaign cities New cities

Q23: Have you seen any of these recently? (Prompted recognition) Base: All drivers in existing campaign cities: 527; All drivers in new campaign cities: 335

In cities where the campaign has not run previously, familiarity with ads is a bit lower but similar to the campaign’s first year recognition in other cities% Yes - Have seen poster ad- Drivers

Seen any


11


24

7 7 6 7 7

32

13

93 4 6 7 5

32

106 6

118 7

13

2013 Post 2014 Post 2015 Post

Q23: Have you seen any of these recently? (Prompted recognition) Base: Cyclists 2013/2014/2015 (300/301/472)Significant difference 2014/2015 (*)

Similarly, ad recognition among cyclists has remained stable overall (whilst improving for some executions where exposure was greater)% Yes - Have seen poster ad- Cyclists

Seen any


*

12

** *

Male cyclists were also more likely to see the campaign: 36% v 29% for women


24

7 7 6 7 7

32

13

93 4 6 7 5

39

127 6

1510 8

14

2013 Post 2014 Post 2015 Post (previous campaign cities only)

Q23: Have you seen any of these recently? (Prompted recognition) Base: Cyclists 2013/2014 /2015 (300/301/472)Significant difference 2014/2015 (*)

When focusing on cities where the campaign has run before, again, awareness appears to have built over time

% Yes - Have seen poster ad- Cyclists

Seen any


*

12

*

* **

*


39

127 6

1510

8

14

22

74 5 5 4 4

12

Previous campaign cities New cities

Q23: Have you seen any of these recently? (Prompted recognition) Base: All cyclists in existing campaign cities: 278; All cyclists in new campaign cities: 194

Recognition is a bit lower in cities where the campaign is being run for the first time (although again on par with the first year of the campaign in other areas)% Yes - Have seen poster ad- Cyclists

Seen any


*

12


As in previous years, the main message taken out is stronger among drivers and concerns safe cycling and awareness of cyclists

%

Q24: What do you think is the main message of the ads just shown to you? Base: 2013 Post stage; Drivers (556) Cyclists (300); 2014 Post stage Drivers (533) Cyclists (301) 2015 Post stage: Drivers (862) Cyclists (472)

30

9

7

6

5

5

4

3

28

13

8

7

7

4

4

0

31

16

8

6

4

4

6

0

Be more aware of cyclists

Both cyclists and drivers needto be more careful/ aware

Safe cycling/ safety of cyclists/ride carefully

Safe/ Keep safe

Take care on the road

Awareness/be aware (nodetail)

Give cyclists (more) room/space

Road safety is everyone'sresponsibility

2015 Post

2014 Post

2013 Post

14

12

10

8

6

6

5

4

16

12

13

11

5

4

0

1

14

15

11

19

6

3

0

3

Safe cycling/ safety of cyclists/ride carefully

Be more aware of cyclists

Safe/ Keep safe

Both cyclists and drivers needto be more careful/ aware

Take care on the road

Awareness/be aware

Road safety is everyone'sresponsibility

Safe driving/drive careful

2015 Post

2014 Post

2013 Post

13

*


0

10

20

30

40

50

60

70

80

It reminds me of the importance of lookingout for cyclists

It made me think about my own driving

It is aimed at people like me

It sticks in my mindIt is the sort of ad I would talk about withother people

It told me something new

I found it confusing

Ad C Ad D Ad E

Q25. How much do you agree or disagree with the following statements about this ad?Base: All drivers 2015 (862)

Agreement with statements....

%

As in 2014, the ads directed at motorists performed similarly, with importance high but new news low

14


Q25. How much do you agree or disagree with the following statements about this ad?Base: All cyclists 2015 (472)

0

10

20

30

40

50

60

70

80It made me think about how I cycle

It sticks in my mind

It is aimed at people like me

It is the sort of ad I would talk aboutwith other people

It told me something new

I found it confusing

Ad A Ad B Ad F

Agreement with statements....

%

The ‘narrow lanes’ ad was considered the most informative and relevant

15


4Cause and responsibility for cycling accidents


Q5: Which groups of road users do you think are the most vulnerable?Base: All drivers/ All cyclists (Pre stage 2013 548/301; Post stage 2013 556/300; Post stage 2014 533/301; Post stage 2015 862/472)Only top four results shown

When asked spontaneously, cyclists have been seen consistently as the most vulnerable group

% Spontaneous

63

1613

6

64

13 158

64

14 13 9

65

13 13

4

67

16 146

67

14 158

65

14 129

68

11 113

Cyclists Motorcyclists Pedestrians Bikes/bikers

Drivers (pre 2013) Drivers (post 2013) Drivers (post 2014) Drivers (post 2015)Cyclists (pre 2013) Cyclists (post 2013) Cyclists (post 2014) Cyclists (post 2015)

17

**


When prompted, both drivers and cyclists generally consider responsibility for preventing accidents to be equally shared

Q16: A number of road accidents involve cyclists. Who do you think is responsible for preventing these accidents? Base: All drivers / all cyclists (2013 Pre stage: 548/301; 2013 Post stage: 556/300; 2014 Post stage: 533/301; 2015 Post stage: 862/472)

2 2 2 22 3 2 37 8 8 7

76 76 77 76

5 4 5 65 4 4 42 3 2 2

2013Pre

2013Post

2014Post

2015Post

7 (Completelyresponsibility ofcyclist)6

5

4 (Equalresponsibility)

3

2

1 (Completelyresponsibility ofcar driver)

2 3 2 23 4 1 28 8

10 8

77 74 74 76

4 4 5 54 3 4 41 4 3 2

2013Pre

2013Post

2014Post

2015Post

7 (Completelyresponsibility ofcyclist)6

5

4 (Equalresponsibility)

3

2

1 (Completelyresponsibility ofcar driver)

20


However, spontaneously, cyclists put more blame on drivers for accidents than drivers do on cyclists; do cyclists need to take more responsibility?

Q15: What would you say is the most common cause of cycling accidents?Base: All drivers/all cyclists (2013 Pre stage: 475/260; 2013 Post stage: 556/300; 2014 Post stage: 533/301; Post stage 2015 862/472)

10

7

6

6

6

5

5

4

7

4

6

5

4

5

5

5

12

6

8

6

6

4

4

5

9

7

8

8

7

3

3

7

Drivers not looking/ payingattention

Cyclists not observing rulesof the road

Not being seen by drivers

Going through red lights

Vehicles not giving enoughroom

Careless/poor driving

Drivers not being aware ofcyclists

Not being seen

2015 Post2014 Post2013 Post2013 Pre

10

7

6

4

4

3

3

3

7

6

4

4

2

4

3

2

8

6

8

4

3

5

3

3

8

5

8

7

3

3

3

3

Drivers not looking/ payingattention

Careless driving

Not being seen by drivers

Not being seen

Cyclists not observing therules of the road

Drivers not being aware ofcyclists

Vehicles turningleft/changing lanes

(Car) drivers/motorists

2015 Post2014 Post2013 Post2013 Pre

19


5Driver knowledge and behaviour


45 45

33 30

1714

46

24

2014Post

2015Post

1 1 1 15 5 6 7

34 3033 33

59 6359 59

2013Pre

2013Post

2014Post

2015Post

Always

Regularly

Sometimes

Rarely

Never

1 1 1 26 5 7 7

17 18 18 13

33 33 3133

44 42 43 46

2013Pre

2013Post

2014Post

2015Post

1 0 1 11 1 2 210 10

13 10

33 3435

34

55 5450 53

2013Pre

2013Post

2014Post

2015Post

Less than half of drivers always look out for cyclists when opening their car door

Q7: How frequently, if at all, do you do each of the following when driving?Base: All drivers (2013 Pre stage 548; 2013 Post stage 556; 2014 Post stage 533; 2015 Post stage 862)

I give cyclists room to ride I look out for cyclists when opening my car door

I look out for cyclists at junctions and traffic lights

I cross the line into the cyclists box at traffic

lights

22

KPI: IncreaseKPI: IncreaseKPI: Increase


1 1 1 23 2 2 2

13 15 17 13

42 41 38 40

41 42 43 43

2013Pre

2013Post

2014Post

2015Post

Always

Regularly

Sometimes

Rarely

Never

2 2 3 23 2 4 3

16 18 17 18

43 40 38 40

37 37 38 37

2013Pre

2013Post

2014Post

2015Post

1 1 2 35 4 5 5

26 26 27 24

35 3737

35

32 32 29 33

2013Pre

2013Post

2014Post

2015Post

There has been little change in claimed behaviours relating to safety among drivers

Q7: How frequently, if at all, do you do each of the following when driving?Base: All drivers (2013 Pre stage 548; 2013 Post stage 556; 2014 Post stage 533; 2015 Post stage 862)

I think about how my behaviour on the road might affect others

I change the way I drive on the road to ensure I do not pose a danger to

others

I use safety tips that I have heard/learned to improve the

way I drive on the road

23


The proportion of drivers claiming ‘always’ to behave safely is higher in cities in which the campaign has not run before

2

2

2

3

3

3

1

1

2

2

43

50

2

2

3

4

5

4

2

1

2

3

7

6

31

28

13

13

19

16

24

25

7

6

12

7

13

13

15

13

41

37

41

37

34

37

34

31

33

35

35

28

6

5

42

46

35

39

34

31

56

62

52

55

43

51

5

3

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Never

Rarely

Sometimes

Regularly

Always

Q7: How frequently, if at all, do you do each of the following when driving?Base: All drivers in existing campaign cities: 527; All Drivers in new campaign cities: 335


I change the way I drive on the road to ensure I do not pose a

danger to others



I give cyclists room to ride

I look out for cyclists when opening my car door

I look out for cyclists at junctions and traffic lights

I cross the line into the cyclists box at traffic

lights

29


Campaign recognisers and women more likely to claim to be conscious rather than automatic drivers

33 37 32 31

48

26 28 33

67 63 68 69

52

74 72 67

2013 Pre 2013 Post 2014 Post 2015 Post Campaignrecognisers

2015

Do notrecognise

any ad 2015

Men 2015 Women 2015

Automatic

Conscious

Q8: In the last month, have you thought about doing these things at the time, or is it just part of your automatic way of driving?Base: All drivers (2013 Pre stage 548; 2013 Post stage 556; 2014 Post Stage 533; 2015 Post Stage 862 [recognisers 201, non-recognisers 661,

Male 392, Female 470])

%

24


6Cyclist knowledge and behaviour


235

19

24

39

2015Post

Behind onthe inside

Behind ontheoutside

Behind inthe middle

Alongsideon theoutside

Alongsideon theinside

Other 3 6 4 312 1 144

4 6

18 13 22 19

21 1920 20

53 5650 51

2013Pre

2013Post

2014Post

2015Post

A door'swidth

One metre

A car's width

60centimetres

Other

Don't know

Knowledge about leaving space for parked cars was consistent with previous year’s campaign but still only one in two are aware of this

Where cyclist should be positioned near a truck or lorry

How much space should leave when passing parked cars

Q10: When cycling behind a truck or lorry, where is the best place to position yourself?/ Q11 When cycling, how much space should you leave when passing parked cars?Base: All cyclists (2013 Pre stage 301; 2013 Post stage 300; 2014 Post stage 301; 2015 Post stage 472)

27


2 23 4

31 29

4741

1419

4 6

2014Post

2015Post

To the right of othertraffic

Wherever you are inqueue of traffic

To the left of othertraffic

At the front of othertraffic

Don't know

Other

Narrow road positioning knowledge building since 2013 but vast majority still not aware. Fewer than a third aware that cyclists should position themselves at the front at traffic lights

3 3 3 52 1

7874 71 69

1822 26 26

2013Pre

2013Post

2014Post

2015Post

Centre oflane

Left of lane

Other

Don't know

Where should position self on narrow roads

Q21: When cycling, where should you position yourself when riding on a narrow road? Q21b: When cycling, where should you position yourself when stopped at a red light?Base: All cyclists (2013 Pre stage 301; 2013 Post stage 300; 2014 Post stage 301; 2015 Post stage 472)

*

Where should position self when cycling and stopped at a red light

28


1 34 4

30 27

38 44

2016

7 6

Prevcampcities

Newcities

To the right ofother traffic

Wherever youare in queueof traffic

To the left ofother traffic

At the front ofother traffic

Don't know

Other1 61

174

18 19

2021

52 49

Prevcampcities

Newcities

A door'swidth

One metre

A car'swidth

60centimetres

Other

Don't know 2 611

6969

28 24

PrevcampCities

NewCities

Centre oflane

Left of lane

Other

Don't know1 47

11

43 33

23 25

18 20

5 53 3

Prevcampcities

Newcities

Alongside onthe inside

Alongside onthe outside

Behind in themiddle

Behind onthe outside

Behind onthe inside

Don't know

Other

Knowledge of safe cycling behaviour is higher in cities that have previously been exposed to the campaign


Q10: When cycling behind a truck or lorry, where is the best place to position yourself?/ Q11 When cycling, how much space should you leave when passing parked cars?/ Q21: When cycling, where should you position yourself when riding on a narrow road? Q21b: When cycling, where should you position yourself when stopped at a red light?Base: All cyclists(Existing campaign cities: 278, New campaign cities: 194)

Where should position self when cycling and stopped at a red light

28




1 1 16 5 3 5

21 2218 18

29 3638 31

4337 40 46

2013Pre

2013Post

2014Post

2015Post

2 2 1 14 6

1 2

22 20

11 11

30 29

21 16

43 44

66 70

2013Pre

2013Post

2014Post

2015Post

Always

Regularly

Sometimes

Rarely

Never

2 2 4 34 68 5

22 2023

18

30 2928

31

43 4438

43

2013Pre

2013Post

2014Post

2015Post

All safe cycling behaviours have seen an increase in claimed compliance in 2015

23 19 23 19

22 29 2322

31 23 2728

1615

1818

914 9 13

2013Pre

2013Post

2014Post

2015Post

I ride in the middle of the lane when cycling on

narrow roads

I stay behind lorries and trucks

I give at least a car door’s width when passing

parked cars

Q12:How frequently, if at all, do you do each of the following when cycling?Base: All cyclists (2013 Pre stage 301; 2013 Post stage 300; 2014 Post stage 301; 2015 Post stage 472)

I stop at red lights

29

KPI: Increase KPI: Increase


2 2 2 23 6 2 4

19 13 19 15

35 42 36 36

42 37 41 43

2013Pre

2013Post

2014Post

2015Post

2 1 2 12 4 2 4

15 14 19 15

34 3736

33

47 44 4147

2013Pre

2013Post

2014Post

2015Post

Always

Regularly

Sometimes

Rarely

Never

Slightly more claim to be thinking about the impact of their cycling on other road users

Q12:How frequently, if at all, do you do each of the following when cycling?Base: All cyclists (2013 Pre stage 301; 2014 Post stage 300; 2014 Post stage 301; 2015 Post stage 472)

2 2 1 13 7 5 3

25 19 2624

3040 35

37

4132 32 35

2013Pre

2013Post

2014Post

2015Post


I change the way I ride on the road to ensure I do not pose a danger to

others



30


As with drivers, more cyclists in cities where the campaign has not run before claim to follow cycling road rules

1

1

3

2

1

2

1

1

3

3

1

1

17

22

4

4

4

4

3

5

2

1

5

5

5

4

20

24

13

17

16

13

27

19

10

11

20

16

19

16

32

23

38

26

36

36

36

38

18

12

33

27

32

30

18

18

44

52

42

45

34

37

67

74

39

49

43

50

13

13

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Prev camp cities

New cities

Never

Rarely

Sometimes

Regularly

Always

Q12: How frequently, if at all, do you do each of the following when cycling?Base: All cyclists in existing campaign cities: 278; All cyclists in new campaign cities: 194


I change the way I ride on the road to ensure I do not pose a

danger to others




narrow roads


I give at least a car door’s width when passing

parked cars

I stop at red lights

38


235

19

24

39

2015Post

Behind onthe inside

Behind ontheoutside

Behind inthe middle

Alongsideon theoutside

Alongsideon theinside

Other24

17

32

45

2015Post

Always

Regularly

Sometimes

Rarely

Never

Even among those who know where to position themselves relative to a lorry, less than half always do so correctly



Q10: When cycling behind a truck or lorry, where is the best place to position yourself?/ Q12: How frequently, if at all, do you do each of the following when cycling?Base: All cyclists 2015 Post stage (472) All cyclists who say ‘Behind on the inside/outside/middle’ at Q10 (383)

27

Amongst those who

know cyclists should stay

behind lorries and trucks


110

31

58

2015Post

Always

Regularly

Sometimes

Rarely

316

19

20

51

2015Post

A door'swidth

One metre

A car's width

60centimetres

Other

Don't know

I give at least a car door’s width when passing parked cars

Q11 When cycling, how much space should you leave when passing parked cars? Q12: How frequently, if at all, do you do each of the following when cycling?Base: All cyclists 2015 Post stage (472) All cyclists who say ‘A car door’s width’ at Q11 (240)

27

Similarly, among those who know to leave a car door’s width when passing parked cars, only six in ten always do this

Amongst those who know to leave a car door’s width when passing parked cars



4

23

38

34

2015Post

Always

Regularly

Sometimes

Rarely

4

69

26

2015Post

Centre oflane

Left of lane

Other

Don't know

Q21: When cycling, where should you position yourself when riding on a narrow road?/ Q12: How frequently, if at all, do you do each of the following when cycling?Base: All cyclists 2015 Post stage (472) All cyclists who say ‘Centre of lane’ at Q21 (124)

27

Among those who know to position themselves in the centre on narrow roads, only a third always do this

Amongst those who know to

position self in centre on narrow

roads



narrow roads


Cyclists less likely to behave automatically than drivers: women and campaign recognisers in particular claim to be more conscious in their behaviour

3443

34 3852

32 3443

6657

66 6248

68 6657

2013 Pre 2013 Post 2014 Post 2015 Post Campaignrecognisers

Do notrecogniseany ad

Men 2015 Women 2015

Automatic

Conscious

%

Q13: In the last month, have you thought about doing these things at the time, or is it just part of your automatic way of cycling?Base: All cyclists (2013 Pre stage 301; 2013 Post stage 300; 2014 Post stage 301; 2015 Post stage 472 [recognisers 149, non recognisers 323, Male 224, Female 228])

31


7Insight and Recommendations

Documents

THINK! Cycling 'safety tips' evaluation 2015 · 2018. 5. 25. · Campaign and evaluation activity Poster advertising in March 2015 ran in the same five cities as 2014 -Cambridge,