A Cyclist Safety Campaign
One Road is a comprehensive, multimedia
campaign developed by the North Florida
Bicycle Club in collaboration with Department of
Communication at Flagler College to promote
cycling safety in Jacksonville and the
One Road Collaborators
The North Florida Bicycle Club is the largest recreational cycling
club in Northeast Florida, formed in the 1970s and incorporated
in 1991. Flagler College is a liberal arts institution in St.
For the North Florida Bicycle Club
Bert Shaw, Advocacy Director
Mark Jay Atkins, MD, President
For Flagler College
Eric Hoffman, PhD
Mark Huelsbeck, MFA
According to the Bicycling and Walking in the United States
2012 Benchmarking Report:
Florida had the highest Bike/Pedestrian Fatality Rate of
all fifty states. It placed 5th from the bottom in the Safest
Places to Bike Ranking.
Of the 51 largest cities, Jacksonville ranked 50th as far as
Bike/Pedestrian Fatalities and 45th as far as biking
On January 29, 2014, the Jacksonville Council on Citizen
Involvement, Inc. (JCCI), the longest running community
indicator report on Quality of Life, red-flagged bicycle
safety in Jacksonville.
With a 47% increase in serious bicycle accidents since
2010 and 7 fatalities in 2013, Dr. William Rupp, CEO of
Mayo Clinic Florida and Chair of the JCCI Review
Committee, called bicycle safety a “true communitywide issue.”
Jacksonville only recently adopted a Context Sensitive
In the Bicycling and Walking in the United States 2012
• Jacksonville fell in the lower 1/3 of cities in indicators
for safety and bicycle and pedestrian advocacy.
• It fell in the middle 1/3 as far as funding and
education and encouragement for bicycling and
• It fell in the top 1/3 only for number of policies
promoting cycling and walking.
In a survey of local motorists conducted by Flagler College
Only 35% knew the 3 foot rule when passing a bicyclist
though it is required by State Statute.
In a sample of bicyclists:
70% of cyclists identified the helmet as the most
important thing to wear to stay safe on a bicycle but
only 1/3 of cyclists wear a helmet.
Only 38% of cyclists say they obey all traffic laws.
80% of cyclists feel unsafe when riding on the road.
In the absence of concrete action by the City of
Jacksonville and the State of Florida to comprehensively
address cycling safety in our region, the North Florida
Bicycle Club developed the One Road Campaign to:
improve the safety of cycling,
reduce the number of crashes with motorists
reduce cyclist fatalities
in Jacksonville and the surrounding counties within two
The National Highway Traffic Safety Administration
(NHTSA) advises that each state in cooperation with its
political subdivisions and other parties, as
appropriate, develop a comprehensive safety program to
address cycling safety. The program should include the
Primary research-resurvey motorists and cyclists
at the end of the two-year campaign to assess
changes in attitudes (culture), knowledge and
reported compliance with traffic safety laws.
Secondary research-utilize publically available
data and updates to the Bicycling and Walking in
the United States Benchmarking Report to
objectively assess progress on reducing the
frequency of serious cycling crashes with
motorists and cyclist fatalities.
The One Road Campaign has received the
endorsement of Jacksonville Sheriff’s Office.
One Road will work with the Jacksonville
Sheriff’s Office to increase enforcement of
traffic laws as they apply to both motorists
The One Road Campaign as well as members
of the North Florida Bicycle Club will continue
to lobby and monitor City and State agencies
to insure that the needs of cyclists are
considered in planning and executing any
new or updated construction that could affect
cycling safety and access.
NHTSA advises encouragement of extensive community
involvement in bicycle safety education and practices.
One Road Campaign and North Florida Bicycle Club
members are integrally involved in community activities
such as the Jacksonville Bicycle and Pedestrian Advisory
Committee and JAX 2025 Bicycle Pedestrian Task Force.
The Florida Bicycle Association has endorsed the One
One Road is an extensive media campaign
featuring billboards, drive time radio, public
service announcements, print and social media
and public events.
The campaign is designed to address specific
problems and to effect culture change leading
the Jacksonville community to demand that City
and State officials and agencies address bicycle
Encouraging adherence to traffic laws
Posters targeting specific age groups
A “bare-bones” campaign will cost around $90,000
while a “full-blown” one around $275,000 over a twoyear period.
North Florida Bicycle Club does not have the financial
resources to mount such a campaign alone.
Along with its 501(c)3 partner, Flagler College, the One
Road Campaign hopes to obtain private donations as
well as corporate and grant support to fully fund the
Why One Road and the North Florida
We are recreational bicyclists who have logged over a
million miles over the past 2 years on the roads of
Jacksonville and the surrounding counties. We are
acutely aware of the conditions on the roads and the
activities of all cyclists.
We have established safe riding practices for our
members and have fostered relationships with
governmental and community organizations including
the Jacksonville Sheriff’s Office.
Cyclists are part of the problem and integral to the
solution of bicycling safety. Motorists and bicyclists must
learn to Share the Road.
Flagler College student collaborators
Thank you for your time and consideration!