IPA Awards: Gold Award - Best Integration: Cycling Safety

Sponsored by Campaign

Title: Cyclists should be seen and not hurt
Client: Transport for London
Entrant: WCRS
Author: Giselle Okin, WCRS
Contributing authors: Fergus Adam, Laurence Parkes, WCRS
Media used: TV, regional newspapers, out of home, cinema, internet, word
of mouth, viral, search

In a nutshell

This campaign showed drivers how easy it could be to not see cyclists. It reduced deaths on London's roads by a third and generated a payback of £3.66 per £1 spent.

Summary: In 2007, 21 cyclists in London died because they weren't seen by drivers. This paper shows how a small-budget campaign of £600,000 reduced deaths on London's roads by a third. The challenge was to find an idea that didn't discourage cyclists from riding, or place blame for the accidents. The strategy, therefore, was not just to tell drivers that cyclists weren't seen, but to actually prove it by creating a test that made viewers experience how easy it could be to look, but not see. The test has been experienced by more than 13 million people, saving an estimated £2.3 million in human and administrative costs, and resulting in a payback of £3.66 for every £1 spent.

Judge's comment: Faced with the difficult task of reducing the number of deaths and the number of injuries that cyclists sustain on London's roads, this campaign moved away from the traditional shock tactic strategy and instead tried to understand what is causing these accidents.

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