Participating LA’s• Aberdeen City• Aberdeenshire• Dumfries and Galloway• East Dunbartonshire• East Renfrewshire• Edinburgh• Fife• Glasgow• Inverclyde• Moray• North Ayrshire• Shetland
Campaign Aims• Influence parental attitudes.• Increase driver awareness of children cycling, to make the journey to school safer.• Increase the number of cycle journeys to our target schools.
What does the campaign involve?
Parents - Direct Mail
What about the kids? www.theriderz.com
TV, Radio & Press
Previous success• 84% of drivers and 88% of parent drivers said the campaign would make them slow down when driving through the cycle friendly zones.• 88% of drivers and 89% of parent drivers said the campaign would make them give kids more space on the roads.• 64% of parents said the campaign made them more confident about letting their children cycle to school.