AA's 'Think Bikes' goes global

Road safety campaign to be rolled out across Europe, the Middle East and Africa

The award-winning UK road safety initiative, which encourages all drivers to do a double-take in their mirrors for those on two wheels, is being rolled out globally by the FIA, the world motoring organisation. 

AA patrol Tony Rich developed the idea following death of family friend, and the AA Charitable Trust launched the campaign last March.

It now has the potential to reach millions more drivers across the 111 FIA motoring clubs in the region.

To think that our campaign has already gone global so early in its life is fantastic and I hope it is as successful abroad as it has been here

Edmund King, director of the AA Charitable Trust

So proud

Edmund King, director of the AA Charitable Trust, said: "We are so proud of how well received the campaign has been in its first year and are delighted by this latest development. 

"The original idea for the campaign came from one of our patrols, following the death of a family friend on a motorbike, and its goal has always been to reach the greatest number possible to improve the safety of cyclists and bikers.

"To think that our campaign has already gone global so early in its life is fantastic and I hope it is as successful abroad as it has been here."

A playful, but important reminder

FIA Region I Director General, Jacob Bangsgaard, said: "The AA's Think Bikes campaign was a playful, but also important reminder that drivers must keep vulnerable road users in mind, especially when driving in city centres where 33% of the traffic is on bikes, motorcycles or scooters.

"This is why we are launching the FIA campaign for Think Bikes and encouraging our members in Europe, the Middle East and Africa to raise awareness about this vital road safety message."

Millions of drivers

The Think Bikes campaign has reached millions of drivers in the UK, through the distribution of around 2 million small line drawing stickers. The stickers are designed to be placed on their wing mirrors as a reminder to do a double take for cyclists and bikers.

It was launched in London with the support of North-west sporting legends Chris Boardman and John McGuinness.

Tony Rich, left, with Edmund King and John McGuinness, right

Tony Rich, left, with Edmund King and John McGuinness, right

 

The campaign video featuring a naked cyclist has had around 280,000 views and reached more than 750,000 people on Twitter using the #ThinkBikes hashtag.

Award winning

It was awarded the FIA (Fédération Internationale de l’Automobile) Region I Innovation Award and was nominated for the Cycling Media Awards. It also won the prestigious ACFO Fleet Safety Initiative of the Year award. 

Previous AA-Populus research* revealed that the vast majority of drivers admit it is sometimes hard to see those on two wheels while driving (93% for cyclists; 85% for motorcyclists); and more than half (55% for cyclists; 57% for motorcyclists) are often 'surprised when they appear from nowhere'.

The 'Think Bikes' sticker

The 'Think Bikes' sticker

Failure to look properly is the most commonly cited (42%) contributory factor in UK road accidents**, adding further weight to the need for road users to have greater awareness of each other.

Think Bikes stickers are available free of charge to organisations and individuals by emailing us.


(updated 23 July 2015)

*17,629 adults, aged 18+, responded to the AA-Populus online panel between 12-17 December 2013; and 21,165 adults, aged 18+, responded to the AA-Populus online panel between 11-17 October 2013. Populus is a founder member of the British Polling Council and abides by its rules.

**Source: Reported Road Casualties Great Britain 2013

 

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