Road Safety Week EVALUATION

Transcription

1 EVALUATION REPORT2018 Coordinatd by Sponsord by th road safty charity

2 CONTENTS HEADLINE STATISTICS 2 SUMMARY 3-4 COMMUNITY ENGAGEMENT 5-6 roadsaftywk.org.uk 7-8 INTERACTIVE RESOURCES 9 RESOURCES TO RAISE AWARENESS 10 TARGET AUDIENCES MEDIA CAMPAIGN AND EVENTS SOCIAL MEDIA CAMPAIGN 17 RESOURCE EVALUATION 18 FEEDBACK 19-21

3 HEADLINE STATISTICS Estimatd ovrall rach 5.4 million Estimatd community involvmnt 2.1 million Potntial rach through print/onlin mdia 182 million Mdia AVE 1.68m Twittr imprssions in Novmbr 790k Uniqu usr visits to wbsit 68k Highst vr Popl ngagd on Facbook 17k Slfi handlbars distributd across UK 2,100 blog viws 20k 2

4 SUMMARY 2018 took plac from Novmbr Th thm of Bik Smart highlightd th vulnrability of cyclists and motorcyclists on UK roads, whr mor than 100 ridrs ar injurd vry day. W calld on policy-makrs to b Bik Smart and implmnt a saf systms approach mandating lif-saving tchnology and prioritising cycl-frindly infrastructur; drivrs to look out for thos on two whls, driv safly and slowly and giv bik ridrs plnty of spac; and cyclists and motorcyclists to practis saf riding bhaviours and nsur thy hav th appropriat training and quipmnt. Mor than 8,600 organisations and individuals rgistrd to tak part in 2018 (RSW2018), hlping rach mor than fiv million popl through vnts and communications. Mor popl than vr visitd our wbsit and thousands shard ky mssags through social mdia. MPs attndd our parliamntary drop-in sssion, our animations wr viwd thousands of tims and mor than 2,000 slfi handlbars wr usd to hlp popl show thir support for th Bik Smart thm. For RSW2018, workd with svral lading organisations to hlp rais th profil of lif-saving masurs availabl to protct thos who us our roads on two whls. W workd with th British Rd Cross to crat nw first aid advic aimd at motorcyclists; Cycling UK supportd by holding a dbat in Wstminstr on road safty; th Govrnmnt launchd a two-yar action plan for vulnrabl road usrs quoting in th official prss rlas; strt play charity Playing Out closd a road to cars so childrn could cycl to school without far of traffic; mrgncy srvic profssionals ran first aid courss across th UK; schoolchildrn attndd Bikability courss; and th Bik Smart mssaging was displayd on larg scrns at srvic stations in England and at Motorcycl Liv at th NEC in Birmingham. 3

5 SUMMARY crashs tar apart thousands of livs vry yar, and cyclists and motorcyclists ar particularly vulnrabl. W paid tribut to popl killd or sriously injurd in road crashs by sharing thir storis and vidos on a ddicatd pag on th wbsit. W also cratd our largst action pack of rsourcs to dat, giving thousands of ducators, road safty profssionals, th mdia and th gnral public th tools to run vnts and rais awarnss about th nd for vryon to b Bik Smart was mad possibl thanks to th gnrosity of our supportrs: Hadlin sponsorship from Dvitt Insuranc Srvics and Ford UK Grant funding from th Dpartmnt for Transport Involvmnt of thousands of schools, organisations, communitis and individuals. 4

6 COMMUNITY ENGAGEMENT Evry yar, inspirs thousands across th UK to dvot prsonal and profssional tim to running activitis that rais awarnss about ky road safty issus. Our wbsit and fr rsourcs nabl schools, organisations and community groups to gt involvd at littl to no cost, othr than thir invstd tim. Th RSW2018 thm Bik Smart rally appald to organisations, road safty profssionals and schools wanting to shar important mssags with all road usrs, whatvr thir ag or mod of transport. In 2018, a total of 8,600 popl rgistrd to tak part in. Mor than half th rgistrations cam from ducators (4,803), with th rst coming from community groups and individuals (2,422), companis (1,057), and road safty profssionals (318). is an idal opportunity for individuals and organisations to bring road safty to th forfront of popl s minds, through larg-scal public campaigns or on-to-on ngagmnt. Thanks to widsprad markting (including -cascads, bulltins and prss rlass), social mdia activity and hlp from outsid organisations, including at last 182 Local Education Authoritis, community involvmnt continus to b at th hart of. Who rgistrd for RSW2018? From data collctd at th point of rgistration, w hav stimatd that around 2.14 million popl plannd to gt involvd with RSW, with th total widr rach stimatd at bing in th rgion of 5.4 million popl. Educators 4,803 Communitis & individuals 2,422 Companis 1,057 safty profssionals 318 5

7 COMMUNITY ENGAGEMENT Our onlin map showd information about 1,975 plannd activitis taking plac across th UK. Th map was an opt-in fatur to nabl popl to promot thir own vnts and hlp inspir ngagmnt in othr communitis. Mor than a third (717) of th activitis mappd wr plannd by primary schools. First4Lawyrs ran a cycl safty comptition during Novmbr. Th comptition ncouragd schoolchildrn agd 7 11 across th country to dsign thir own cycl hlmt to rais awarnss of th importanc of saf cycling. Eight winnrs rcivd a nw bik and saw thir hlmt dsign brought to lif with hlp from LW Graphics and 3M Innovation Cntr at Huddrsfild Univrsity. First4Lawyrs rcivd mor than 4,500 ntris and hlpd with th judging procss. To find out how organisations got involvd, visit roadsaftywk.org.uk/you-did-it. 6

8 SMART DRIVERS ARE ERS ARE SMART DRIV roadsaftywk.org.uk Th wbsit includs a mmbrs ara whr w host an action pack of fr rsourcs to support activitis. Sa fty W k Novm br 201 Bik sm art ty: Bik, cycl saf t, Tyrs, n about m to childr ks, Hl. ds to talk Saf, Lights, Bra and b saf ths wor Wait, Thank you Adults Us Crossing, Stop, with, Dangr. h, ays rid ffic, Drivrs Cycl pat h uld alw T ffic Car ad mor at Find out Coordin atd by th road safty Sponsor d by charity - th fac ts KS3 Cycling is a ch halth and for ap and fun way yars th plan to gt and about, Howv popl ar t. Cycling has bc and it s gr mak r, at for both om incr most vuln cyclists and ing long r trip rabl young pr s by bik dibly pop killd cycl road ular in sonal or inju th last rd wh usrs in th ists in particu on avrag than fw lar UK, n riding Undr-1 thir bik and mor than rmain som vr bfor. 1 7s ar mor group, of s vry 18,000 likly but youn yar. 2 to own popl th Around g bicycls ar 190 child cyclists fac than occur at or Turn your h 45% of all cyclist daths a had and look nar junctions. Turn your b iks BEFOR d and LOOK for out. pull E you pu for cyclists BEFORE you Coordinatd by ARE s h t a p ycl SMART DR IVERS In 2018, th wbsit rcivd its highst numbr of uniqu visits to dat (67,684), with rcord numbrs also rcordd in th build up to th wk (45,217 visits btwn Sptmbr and Novmbr), and during RSW2018 itslf (13,894 visits). k.org.u k th road safty charity Sponsord by Saft y particula whn ridin rn agd r dang any othr ag 12 1 mor minog thir bik s vry 5 ar killd or r on th road Junctions s. yar, and srio th child r injuris.3 Just many mor usly injurd dangrou ar anothr lif-changrn in your yar imagin: that' sustain group bin ing injur with colli s hotspot for s quivaln cycl is in a singl yarg killd or suff t to all bcaus sions oftn occu ists, ring. rring Th bn look propdrivrs faild fits of to cycling and 2016 rly. 14 Btwn Cycling is daths, 45% of all cycl 2011 nvironm on of th hal occu junctions rrd at or ist th bn ntally frindly thist, chapst nar Coordinatd fits to publ forms and mos of ths, with mor than widly by rco t acknowl ic halth, of transport Sponso Just und rdd at T-ju half avai congstio rd by dgd. n and th labl, with Cycling daths r a third of all nctions. is an xc conomy wr rco cycl both wig and cros llnt form rdd on ist sroads th road safty highr ht loss and phys of xrcis ovr th roundabouts, charity ovrall mini-rou sam pri prsonal ical fitnss. and can hlp powr ndabouts od. 15 too, with It can cont wllbin Rcogn 30-40%. 5 by incrasin g, 4 and ribut ising dan g to scho Tachrs rpo blood flow to can boost brai to gr By Ky ol th n Stag othr pupiar mor att rt that childrn brain by arou unaccom Thr, child ntiv who rgu nd ls who travl in and achiv larly cycl thmslv panid and man rn will rgu bttr cars. 6 larly b Cycling y may b rsults ar saf s. Howvr, is also riding bik cycling than this can much btt driving. cycl path particula Mor s for thm b dangrou s to school from cars than a quar r for th nvi by s unlss to us. hazards rly dangrous. ronmnt tr and of Bus thr oth considr grnhou that ar Childrn y roads than r vhi awarn d in Evn wh to b a zro cls, 7 whras s gass com ss of onco thir priphr may struggl ar dangr -missio to cycling diffrnt ming traffic. 16 al vision, rdu focus on of bik n missions s ar tak from prod ns form of tran is gnrally s an ly to adul cing thir Childrn appr with cycl n spor uction also too. 17 Tn oaching car, ts, and may and main t. ing ar into account, think that prciv significa th tnanc normal agrs brains th drivr of ntly low 8 missions that car if thy can dvlopm associat und r. can s influnc nt, mak rgo many chan d Th risk thm gs as s for cyc whn thyd by thir pr ing thm mor part of s and mor lists likl ar cycl In 2016 ing. 18, 102 cycl suscptib y to b in Brita ists did l to tak In 2016 in,, alm risks 6% of all maning thy on roads happnd ost half of all cycl dispropo road daths. 9 mak up ist dat from scho during tim Th fatal rtionatly hs s wh for vr ity rat high btwn ol on wkday n childrn and injuris y is ar 3pm and s car driv billion mils on avrag, 7pm. 19 btwn 7am travlling to and nar rs. In 2017 thy trav to trau and 9am l, compar ly 30 cyclists, cyclists ma cnt, or di Pro d mad with rs Th vast tcting up 16% from pop just ourslv of all adm two l involvd incidnts majority (77% Although s issio ) of thr cars trav on roads with cyclist casu in road collision ns ar to war altis ar 30mph hlmts currntly no s. 10 stopping l an avrag spd rcomm laws that in limits. 11 from of 23 mt, nd wa th UK, Brak rquir 20% chan and anyon At this rs (or quartr and ring thm cycli hit spd, of on all cycli th Highway sts roads outsc of dying. 12 by a car trav 6 car lngths) and altho cyclists invo cod llin Cycl bfor ng trips 20 lvd in crashs collision id towns and ists ar also g at 30mph. Alm wll-fitt ugh hlmts ost has a suff can s in rura vuln citis. In in a colli d, good-quality nvr stop all r had injur a l aras , 59 rabl on th is,21 sion or Find out hlmt injuris, cyclists if had or can prot mor at did in brain injurthy com off ct child waring a clothing thir rn s had dsaftyw can also y by 69%.22 High bik, rducing s k.org. and coul incras -visibility th uk d rduc a and rfl risk of th likl ridr s chan cs of bin ctiv ihood of bing invo g sn,23 lvd in a collision.24 ll out. saftywk.org.uk s BEFORE Chck for bik door you opn th Continu d> Flt survy rport 2018 Vulnrabl r oad usrs Th mmbrs' ara rcivd 38,953 viws, and action pack rsourcs wr downloadd 21,052 tims. Produc Produc d d by: by: Abou A bout this this rpo rporrtt Kindly Kindly suppor supportd td by: by: This T his rpor rport iiss b basd asd o on n th th rrsul sulttss of Bura Burau. of an u. Th an onlin Th surv onlin surv survy was survy spons was comp sponsord compltd ord by ltd by rspo rspondn by Licn by 107 ndnts Licnc 107 flt ts ar flt rpr c ar basd rprsnta basd in sntativs. in th th UK tivs. Altho UK ((90), Africa A frica ((1), Although 90), rrspo 1), A ugh m sponss Asia sia ((2), most nss also ost 2), N North also cam orth A cam ffrom Amr mrica rom fflts ica (2), Rsp Rspo (2), m lts b ondn ndnts main ainlland basd ts mana asd iin and Europ manag Europ (2) n g mor mor than (2) and and Austr than 1.05 pow p owrrd Australasia 1.05 millio d ttwo-w alasia (10). million vhic wo-wh (10). vhicls hl lrrs, l s s, in i b bicycl n i c total, total, includ y c l ss a mpl mplo including and nd g oys ys w goods ing cars, oods vhic cars, who vhicls, ho rrgul gularly ls, and arlyy d and h driv hav riv ffor a v wr w o mor m r ssingl r o work. w r o ingl--vhic r than t k h.t an 4 Th h ssiz 413,0 vhicl 13,00 iz o 00 l o 0 off tth opra prattors; h fflts lts vvarid ors; tth R Rsp h llarg arid: tth spo argsstt h ondn ndnttss a h smal s had m a answ d a nsw mor m l lst l o st rd r tthan rd q han 5 qust ustiions 50,00 0,000 vvhic ons on u us s o on p off ttchn hicls. policy chno olicy, drivr ls. ology logy a drivr a and nd traini awar warnss training, nss progr ng, a tthir and hir o progra nd how how tthy organ rganisatio amm mm hy p isation s, s, tthir prot rotcctt vvuln ns. hir s. ulnrabl rabl rroad oad u usrs srs w within ithin Introdu Intr oductio ction A Abou bout B Brak rak P Prof rofssion ssiona all B rak Prof Profssion ssional al is is a low-c low-cost ost global mm globa mmbrsh brship ip schm schm for for flt prof profssion flt ssionals, als, run run by by, th th road safty safty chari road charity. ty. Th Th Prof Profssion ssional mm mmbrsh al brship ip schm schm is is opn opn to to any o organ rganisatio any isation o opra prating ting any any kind kind of vvhic hicl, of l, ssuppl uppliirs rs to to th t h flt f l t indus industry and and anyon try anyon ls ls with with an an intr intrst st in flt flt safty in safty. Prof Profssion ssional al provid provids s its its mm mmbrs brs with with pract practiical rroad oad safty cal safty g guida uidan nc c a and nd ttools, ools, a fr and fr and nd and disco discou untd ntd a accs ccss tto ob ttraini rainin rak ng ga and nd vnt vntss.. F Find ind o out ut m mor at at b or brak rakpro.o pro.org. rg. Cycl C ycliists, sts, moto motorcycl rcyclists ists a and nd pd pdsstria vuln vulnrab trians rabl ns ar l grou ar som groups som of ps on on th of tth th road h mos roads. most b xpo b s. In In th xposd th vn sd to vnt of to th th full of a cras full forc crash, forc of h, thy thy will of th th impa disp dispropo will oftn impact roportion oftn rtionatly ct and and will atly high will fac high risk fac a risk of of dat vulnrab vuln dath or rabl or srio l road srious road usr us injur usrs and injury. y. Prot and mini Protctin minimisi cting will will b mising b invol ng th involvd th chan vd in c h a in a cras n c c c t that r h a at thir sh ar thir driv ar two two of flt man flt drivrs of th managr rs th mos agrs can most impo can tak important tak towa r t a n towards t stps that stp rds raisi that raising ng road road saf safty ty stan standard Th findi Th dards. findings s. ngs from from our our flt flt surv survy ar awar ar y sugg awar of suggst st that of thir that man thir rsp many flt rsponsi onsibiliti flt man bilitis managr Howvr How s towa agrs towards vr, it rds vuln it is is clar vulnrab clar thr rabl thr is l road road usr is mor mor thy usrs. ths issu ths s t h. issus amo y c coul o u l d do among do to to rais ng thir rais awar thir staff awarns staff and organisa orga nss of and nsh nisation nshrin of tion s polic rin posit policis. positiv is. iv actio action in in thir thir Suitd and bootd to hospital suffr srious 39% of ridrs admittd lgs. injuris to thir arms or To T o ffind ind out olf ut mor mor a abou bout how how to Protct yours to m man ana vulnrrabl vuln ag g road abl rroad road risk, risk, iinclu oad usr usrss,, visit ncluding ding prot visit th protcting th B Brak cting rak P rid. Prof rofssion ssiona bfor vry all wbs wbsiit. t. 1 W producd 77 fr downloadabl rsourcs for a varity of audincs (schoolchildrn, ducators, road safty profssionals, companis and communitis). This was an 18% incras on th numbr of rsourcs producd in th prvious yar. Rsourcs includd postrs, activity shts, wbsit bannrs, crtificats, colouring shts, factshts, guidanc shts, assmbly and lsson plans, intractiv tools and tmplat Educationa rsourcs prss rlass. for lowr slco Novm br (ags B Coordinatd by k Sponsord by Coordinatd by th road safty 2018 ndary Ky Stag 3) Sponsord by charity th road safty charity 7

9 roadsaftywk.org.uk also ran a wbinar that was watchd by 444 road safty and company profssionals (up from 307 in 2017), and a wbcast for ducators that was viwd 563 tims. S ARE SMART DRIVER s to biks. Don't gt too clo 0 cm btwn 15 st la at Lav r. rid th d an you W Nov k W saf tywk.org.uk Coordinat d by Sponsord by Coordinatd by th road safty th road safty charity Sponsord by charity Numbr of action pack rsourc downloads (by audinc) Educators 13,900 Companis 2,231 Cynlluniau gwrs Uchradd Wythnos Dioglwch Ffyrdd Nov 2018 îs Torri Yma Dylai siclwyr wisgo hldau ar bob amsr Ma gyrwyr yn gyfrifol am ddioglu siclwyr ar y ffyrdd Dylai fod gan siclwyr yr hawl i siclo ar balmntydd Dylai cyfyngiadau cyflymdra fod yn 20mya mwn ardalodd ll ma bobl yn byw Ma n rhy ddrud i nwid yr holl gyfyngiadau cyflymdra trfol i 20mya Dylai holl siclwyr wisgo dillad amlwg Ni ddylai siclwyr siclo mwn ardalodd prysur Dylid cal isafswm plltr cyfrithlon rhwng gyrwyr pan man nhw n goddiw ddyd siclwyr Dylai r cyfyngiadau cyflymdra fod yn 50mya ar ffyrdd gwldig Dylai cynghorau llol adiladu mwy o lwybrau siclo r mwyn cadw i ffwrdd o draffig Ni ddylai plant o dan 10 od fod a r hawl i siclo ffyrdd. Ma gyrw yr call yn 1,799 Communitis & individuals At-work drivrs W cratd 24 rsourcs in Wlsh to support ngagmnt activitis taking plac in Wals. Ths wr hostd on a sparat wbpag, which rcivd 357 viws. Th Wlsh rsourcs wr downloadd 131 tims. Ma n rhy gostus ac afrsymol i fuddsoddi mwn mwy o ffyrdd siclo 2,059 safty profssionals W continud to publish blogs on th wbsit, to inform and inspir popl to tak action and rais awarnss. Contributions cam from partnrs, rsarchrs and campaignrs including Think!, Sustrans, GB, Knt Fir & Rscu Srvic, Kwik Fit, British Hors Socity and IAM Smart. Our top post by chif nginr Mark Philpotts has bn viwd mor than 8,000 tims to dat. 926 Ma pob l yn gan yrwyr cal u lladd a u hanafu bob sy n agor sy n dod. u drysau blwyddyn Edrychwc h am fic cyn drych i wld iau CYN ago bth r ich drw s. Wythnos Dioglwc h Ffyrdd dsaf tywk.org.uk Trfnwyd gan th road Noddwyd gan safty charity 8

10 INTERACTIVE RESOURCES To hlp inform popl about th importanc of bing Bik Smart, w producd thr nw intractiv rsourcs that wr widly shard in classrooms, workplacs, on public scrns and via social mdia. Ths wr publishd in th mmbrs ara of th wbsit, to nabl thos who had rgistrd to includ thm in thir ngagmnt activitis, bfor bing rlasd to th gnral public on 19 Novmbr at th bginning of RSW2018. Not: In lin with s stratgy, w dvlopd and rviwd all our rsourcs to nsur thy wr appropriat for th rlativ audincs and would hlp achiv th aims of this projct. Small-scal tsting and rviws wr carrid out by industry profssionals, including road safty practitionrs, acadmics, rsarchrs, tachrs, drivrs and childrn. W would lik to thank vryon who assistd with th dvlopmnt of ths rsourcs on a voluntr basis. Smart Drivrs ar Bik Smart is a short animation for adults to show how smart drivrs ar rsponsibl and considrat of othr road usrs, particularly thos travlling on two whls. In just two and a half minuts, this fun film shows how taking a fw simpl stps to b Bik Smart can hlp you to b a much smartr drivr and hlp mak roads safr for thos on two whls. Smart Drivrs ar Bik Smart was viwd 2,718 tims during Novmbr 2018 W producd W Lov to Cycl to show that kids lov to cycl bcaus it s fun and good for thir bodis, and good for th plant too. This short, animatd film for primary schoolchildrn xplains th bnfits of cycling and how to stay as saf as possibl whn riding a bik. W Lov to Cycl was viwd 5,006 tims during Novmbr 2018 With hlp from th British Rd Cross, w cratd a nw B Bik Smart, b Bik Saf quiz to tst popl s knowldg of first aid. Th quiz aimd to find out whthr popl would know how to hlp somon who was injurd if thy wr first at th scn of a road crash involving a motorcycl. B Bik Smart, b Bik Saf was viwd 5,201 tims during Novmbr and Dcmbr

11 RESOURCES TO RAISE AWARENESS W producd a rang of rsourcs to rais awarnss of th Bik Smart thm, to inspir and ncourag popl to tak part in, and to support th thousands of activitis that thy ran across th UK. W providd a rang of fr and low-cost itms that wr availabl to ordr from th onlin shop, including 2,100 slfi handlbars that wr usd at vnts and on social mdia to promot th Bik Smart mssag. This provd a popular tool to show support, as our social mdia analysis latr in this rport highlights. 19,850 Bik Smart hangrs wr distributd across th UK. 130,000 Bik Smart laflts wr distributd by Kwik Fit, including bing put on display at all 605 Kwik Fit cntrs. 66 larg bannrs wr displayd in community spacs during RSW2018, including 35 that wr displayd outsid schools thanks to support from Maxi Cosi. 454 fr postrs wr snt to vnts and vnus to promot RSW2018 activitis. A furthr 809 wr downloadd. W cratd a 10-scond vido to highlight th numbr of cyclists and motorcyclists killd or sriously injurd vry hour. Th vido was playd at fiv motorway srvic stations across th UK, raching an stimatd 759k popl ovr 116 hours and 38 minuts. W also cratd an A3 postr to inform drivrs and passngrs about th Dutch rach. This postr was displayd in washrooms in fiv srvic stations, raching an stimatd 954k popl across th UK. 10

12 TARGET AUDIENCES Childrn and young popl continu to b th main audinc for activitis as vidncd by our rgistration numbrs (4,803 ducators) and rsourc downloads (13,900 ducators). Many companis and road safty profssionals also tailor thir activitis towards childrn and young popl by visiting schools or inviting thm to participat in vnts. crashs ar on of th lading causs of dath and injury among childrn and young popl, and cyclists ar som of our most vulnrabl road usrs. Childrn and young popl ar grat advocats for chang and njoy spaking out for safr and halthir journys, including calling for cycl paths to nabl thm to rid thir biks safly in thir communitis. safty practitionrs, including polic, fir and local authority officrs, onc again playd a ky rol in running activitis during RSW2018. Although this group accounts for a small numbr of rgistrations (318), thir total rach is far gratr stimatd at 1.52 million popl. Thir activitis includ public vnts and displays, as wll as nforcmnt activitis. 11

13 TARGET AUDIENCES As in prvious yars, w saw many companis, spcially thos that mploy popl who driv for work, using to show support for road safty and promot lif-saving mssags to mploys, familis, customrs, supplirs and th local community. Company vnts rangd from sharing important mssags through thir communications channls, to running mdia vnts in partnrship with mrgncy srvics and schools. Again, th rlativly small numbr of company rgistrations (1,057) dosn t convy th full impact of thir involvmnt, as th ovrall participation from this group is stimatd to b in th rgion of 850k popl. This is bcaus vry company managr who rgistrs is likly to ngag a larg numbr of staff and contractors through thir company s activitis. Community groups and individuals ran a host of diffrnt activitis from displays in local libraris and community cntrs, to campaign-ld activitis calling for vryon to b Bik Smart. RSW2018 was wll supportd by politicians from parish councils and local authoritis, to MPs, MSPs and AMs holding vnts in thir constituncis. Som of thir public affairs work is mntiond latr in this rport. Popl also usd as an opportunity to rais vital funds for charitis that support road crash victims, including. Fundraising vnts includd drss-down days and our first vr Suprhro Day, as wll as bak sals and awarnss-raising virtual cycls at bus and railway stations, shopping cntrs and citis across th UK. 12

14 MEDIA CAMPAIGN AND EVENTS To strngthn ngagmnt and hlp rais awarnss, ld a succssful mdia campaign, promoting crucial road safty mssags to millions of popl nationwid. Th nws story: Analysis by rvald that, on avrag, thos on two whls fac a 63 tims highr risk of bing killd or sriously injurd on British roads, pr mil travlld, than car drivrs. In 2017, cyclists and motorcyclists accountd for narly four in 10 of all daths and srious injuris on British roads, a total of 9,740, or an avrag of on bik dath or srious injury vry hour. Bik daths also mad up mor than a quartr of all British road daths, with a total of 101 cyclist daths and 349 motorcyclist daths in W calld on drivrs to b Bik Smart by slowing down, taking car to look proprly at junctions and doing th Dutch rach to avoid car dooring. issud a national nws rlas, plus 12 rgional rlass, which showd this data brokn down by rgion and road usr typ. W rvald that th highst proportion of cyclist/motorcyclist daths and srious injuris, in comparison with thir ara totals, wr in London (46%) and th South East (42%). Looking solly at cyclist/motorcyclist daths, in comparison with th ara totals, London (31%) and th East Midlands (27%) had th highst proportions. A survy of mor than 1,000 drivrs found that th majority (52%) flt bik ridrs wr most vulnrabl on urban roads, although DfT statistics showd that rural roads posd mor than thr tims th risk of a fatal crash for both cyclists and motorcyclists, compard with urban roads. A survy of mor than 2,000 motorcyclists by Dvitt Insuranc Srvics also found that 60% of motorcyclists survyd flt vulnrabl on urban roads, whras only 14% said thy flt vulnrabl on rural roads. Our rlass includd quots from and RSW sponsors as wll as th NPCC lad for roads policing, Cycling UK and voluntrs. 13

15 MEDIA CAMPAIGN AND EVENTS Virtual Cycl ran virtual cycl vnts across th UK, inviting popl to collctivly cycl a total of 9740km during RSW2018 th distanc rprsnts th 9740 cyclists and motorcyclists killd or sriously injurd on roads in Britain vry yar. W organisd fiv national vnts in London, Lds, Cardiff, Glasgow and Manchstr whr supportrs including Ntwork Rail and BritAngl (Cardiff), TFL (London), Digby Brown (Glasgow), Prmir Education and intu Manchstr Trafford Cntr staff (Manchstr) joind in to hlp rach th targt. Othr organisations across th UK ran thir own virtual cycl vnts, including London Fir Brigad, Arval, Stvnsons LLP and BP. In total, cyclists covrd mor than 10,000 kilomtrs during th virtual cycl, a fabulous way to rais awarnss of th vulnrability of thos on two whls. Bristol to launch in th South Wst, and national strt play charity Playing Out hlpd rsidnts in Bristol clos a road to traffic. Th vnt outsid Brunl Filds Primary school allowd pupils, parnts and mmbrs of th community to cycl without far of traffic, and highlightd how strt play sssions can crat saf, pollution-fr spacs within communitis so childrn can play and rid thir biks safly. Th vnt was attndd by Avon Fir and Rscu Srvic, Living Strts, Bristol Council 20 mph tam, Travl Wst, th Bik Doctor, Gloucstrshir County Crickt Club, and Bristol City councillors. It was covrd by local mdia, including ITV Wst Country. 14

16 MEDIA CAMPAIGN AND EVENTS London and Ford UK hostd a Whl Swap drop-in sssion at th Hous of Commons. Mor than 30 MPs visitd th vnt to show thir support for our Bik Smart thm, with many riding a bik whil waring a virtual rality hadst to nabl thm to xprinc th dangrs cyclists fac on roads. Many of th MPs rlasd thir own prss rlass in support of th campaign. Ford's Transport Oprations tam xchangd placs with London Cycling Campaign to viw th prspctiv of othr road usrs. Th activity was filmd and rlasd during RSW to hlp rais awarnss. also workd with City of London Corporation on thir Squar Mil City Strt Etiqutt campaign, which includd a larg mural clbrating 200 yars of th bicycl, and hlpd TfL launch thir Vision Zro summit. Birmingham sponsor Dvitt Insuranc Srvics hostd a stand at Motorcycl Liv at th NEC, Birmingham, during. supportd th vnt with bannrs, slfi handlbars and staff to rais th importanc of drivrs bing Bik Smart to protct motorcyclists. Formr Suprbik World champion Carl Fogarty was among thos who supportd th Bik Smart mssaging. Victim storis s bravd and/or sriously injurd road crash victims took part in mor than 21 broadcast intrviws, including on Sky Nws and many rgional BBC and ITV nws channls. W paid tribut to thir storis through a ddicatd pag on th wbsit. W shard many of thir powrful short vidos through social mdia. In th build up to RSW2018, staff sold in th story to broadcastrs to nsur covrag during th wk. Embargod prss rlass wr issud to gnrat intrst, and to nabl journalists to st up intrviws and arrang filming opportunitis with staff and voluntrs. Filming mostly took plac on location across th UK, whil radio intrviws wr coordinatd via s ISDN lin. A rang of public affairs activitis took plac in support of th mdia campaign. 31 MPs signd an Early Day Motion (EDM) highlighting and th important work it dos to rais awarnss of road safty issus. This was signd by lading politicians from all main partis, including PACTS chairman Barry Shrman. Th wk was also supportd by lading politicians within th Scottish and Wlsh govrnmnts. Many othr organisations and profssionals ran vnts and mdia activitis that wr supportd by. 15

17 MEDIA CAMPAIGN AND EVENTS W know that good mdia covrag is vital to incras awarnss of and convy its mssags as widly as possibl to th public. In 2018, and partnrs achivd th following mdia covrag that spcifically rfrncd. Print and onlin mdia W scurd at last 785 itms of mdia covrag, which rsultd in an stimatd rach of million popl (figurs for Novmbr 2018, xcluding broadcast). This has an Advrtising Valu Equivalnt (AVE) of 1.68m. Covrag includd articls in national publications, including th Daily Mail, th Mail Onlin, Th Sun and th Sunday Tims. W also scurd widsprad covrag in th rgional prss (in major publications such as th Manchstr Evning Nws). A numbr of spcialist publications also covrd RSW2018, such as thos focusing on road safty, transport, halth, ducation and charity nws. Broadcast mdia As wll as strong covrag in print and onlin mdia, RSW2018 gaind a lot of attntion from national and rgional broadcastrs. It s not asy to stablish xact figurs for broadcast covrag, but th tam conductd at last 26 radio and tlvision intrviws. This includd faturs on Sky Nws TV and radio, ITV and BBC rgional nws channls, as wll as bookings for local BBC radio stations through thir Gnral Nws Srvic. was covrd in morning bulltins across an array of local, rgional and national radio stations, thanks to work don in advanc by th tam, in conjunction with th BBC, Global and Baur mdia. Many BBC local stations also hld discussions and phon-in sssions on topics rlatd to th Bik Smart thm. 16

18 SOCIAL MEDIA CAMPAIGN To complmnt th print and broadcast mdia campaign, ran a succssful social mdia campaign that focusd on ngagmnt with communitis. Schools, mrgncy srvic profssionals, politicians, companis, individuals and clbritis all hlpd to sprad mssags rlatd to th Bik Smart thm, using th fr and low-cost rsourcs providd via th onlin action pack and shop, including slfi handlbars to promot th campaign. Th us of slfi props onc again provd to b an normous succss, with 2,100 handlbars distributd (an incras of 115% on quivalnt rsourcs distributd in th prvious yar). In th wks lading up to RSW2018, and during th wk itslf, th public showd its support on social mdia by posting slfis using th two official hashtags. This was fantastic publicity, hlping to sprad th mssag that bing Bik Smart can sav livs. Th hashtag # was trnding throughout th UK during RSW2018, paking at numbr four on Monday 19 Novmbr. #BikSmart was also usd xtnsivly throughout th campaign. W producd 10 nw infographics to highlight various road safty issus, and ths, along with othr visual rsourcs, wr shard xtnsivly via Twittr and Facbook. Our most popular twt, which includd on of ths infographics, had 116k imprssions. W saw grat ngagmnt through Facbook this yar, with 16,571 popl ngagd and a total of 452,285 post imprssions. Ths figurs wr bolstrd by th popularity of our voluntr vidos, which wr viwd 7,557 tims. 17

19 RESOURCE EVALUATION In lin with s routin monitoring and valuation procdurs, w carrid out small-scal valuations of svral individual rsourcs. Th fact that 99% of rspondnts had alrady undrtakn som first-aid training may hav limitd th lvl of awarnss raisd. W Lov to Cycl (animation) B Bik Smart, b Bik Saf (first aid quiz) A fdback form was mbddd into th quiz that askd qustions about its dsign, as of us, awarnss raisd, and knowldg gaind. W rcivd 88 rsponss, which wr ovrwhlmingly positiv - 100% of rspondnts ratd th as of us and dsign of th quiz as good, vry good or xcllnt, and 98% gav th sam rating for clarity. Th rsponss also showd that th quiz hlpd rais awarnss of how to trat crash victims in diffrnt situations. 71% of rspondnts said thy would fl mor confidnt administring first aid to a motorcycl crash victim aftr taking th quiz, and mor than half (58%) said thy flt mor awar of simpl first-aid tchniqus. Survy rsults: 97% of ducators who usd th W Lov to Cycl animation ratd it good, vry good or xcllnt. 100% of rspondnts from organisations, community groups, law nforcmnt or mrgncy srvics who usd th film gav th sam rating. Smart Drivrs ar Bik Smart (animation) Survy rsults: 100% of rspondnts who usd th Smart Drivrs ar Bik Smart animation ratd it good, vry good or xcllnt. 18

20 FEEDBACK Aftr, collctd information from participating ducators, community groups, organisations and mrgncy srvic profssionals about thir xprinc using our rsourcs. Du to th magnitud of RSW2018 it is not possibl to masur prcis lvls of ngagmnt or captur dtails of vry vnt hld around th country; howvr, our monitoring and valuation survys rcivd fdback from 373 individuals. W also conductd an in-dpth tlphon fdback survy for participants, calling mor than 150 individuals. Som highlights of th fdback w rcivd ar givn on th following pags. Our fr onlin action pack was accssd by: 95% of ducators 88% of community groups/ individuals 92% of organisations 70% of mrgncy srvic/ road safty profssionals. Educators Educators accountd for th largst proportion of rspondnts to our survys. Thy wr askd to rat th usfulnss of th rsourcs thy usd from 1 to 10, with 10 bing th highst. 83% ratd th rsourcs 7 or highr, and 20% ratd thm 10/10. Just 4% ratd th rsourcs 3 or lowr. Th most popular rsourc among ducators was th guidanc sht, which was accssd by 87% of rspondnts. Of ths, 95% ratd it good, vry good or xcllnt, 5% ratd it satisfactory, and 1% ratd it poor. Our Lsson plans uppr primary, dsignd for childrn agd 7 11, wr usd by 44% of rspondnts, and th Assmbly prsntation uppr primary was usd by 47% of rspondnts. This mans ths rsourcs wr usd by around two-thirds of th 64% of rspondnts who told us thy workd with childrn in th targt ag rang. 98% of thos who usd th lsson plans ratd thm good, vry good or xcllnt, and 96% gav th sam rating for th assmbly prsntation. s tam ar vry approachabl and always availabl for advic. Rsourcs ar of xcllnt quality and a grat tool in nsuring our road safty programm can adapt and chang to focus on ky road safty thms. Th Activity shts and Colouring shts producd for this ag group wr vn mor popular, bing usd by 70% and 68% of rspondnts, rspctivly. Of thos who usd thm, 94% ratd th activity shts good, vry good or xcllnt, and 95% gav th sam high rating for th colouring shts. Just 19% of rspondnts usd th Assmbly prsntation lowr scondary, but of ths, 100% ratd th rsourc good, vry good or xcllnt. 13% usd th Lsson plans lowr scondary, and of ths 86% gav thm th sam high rating. Th low usag rat for ths rsourcs may rflct th fact that just 4% of rspondnts told us thy workd with childrn agd Th Bik Smart factsht (ag 5 11) was usd by 47% of rspondnts, of whom 98% ratd th factsht good, vry good or xcllnt. Th Bik Smart factsht (cycling) was usd by 46% of rspondnts and was ratd good, vry good or xcllnt by 98% of its usrs. 19

21 FEEDBACK Th Bik Smart factsht (ag 11 14), lik th othr rsourcs for this ag group, was only usd by 21% of rspondnts but was ratd good, vry good or xcllnt by 91% of thos who did us it. It was difficult to balanc th mssag that walking/cycling wr good options with som of th mssags about how vulnrabl cyclists ar. This yar, th rsourcs in our action packs wr rlasd on a staggrd schdul. Svral rspondnts said thy would hav likd arlir accss to thm, to hlp thm incorporat th rsourcs into thir planning mor asily. Som also said that thy would lik mor rsourcs for childrn with spcial ducational nds, or for childrn in youngr ag groups, i Community groups/individuals It is difficult to assss accuratly th viws of individuals or community groups on th RSW2018 rsourcs as just ight popl in this catgory rspondd to th survy. This may b bcaus som hav instad rspondd to othr survys such as our survy for organisations, which rcivd fdback from nighbourhood watch groups. Howvr, a fw gnral trnds can b idntifid. All rspondnts gav th rsourcs a rating of 5 or highr for usfulnss, with 63% rating thm 8 or highr and 50% rating thm 10/10. All rspondnts who usd th rsourcs also told us thy flt thy wr appropriat for thir audinc. Evry rspondnt who usd any rsourc ratd it good, vry good or xcllnt. I placd a bannr up nxt to a bicycl stand and taxi rank to rmind both to considr safty. I also attndd a local train station to talk with commutrs who cycl, ducating thm on prsonal safty and bik scurity. I handd out a laflt for safty and had a UV markr for popl to writ thir postcod on thir biks assisting it bing runitd to ownr if stoln, as bik thfts hav bn an issu in th ara. Th childrn and parnts ngagd wll with th mssag w wr trying to put across around road safty and w managd to gt childrn to war hlmts who hadn t prviously. Th most popular rsourc was th guidanc sht, which was usd by 71% of community groups/individuals. This was followd by th Gtting involvd postr, W lov postr, Bik Smart factsht (cycling) and Bik Smart factsht (motorbiks), which wr all usd by 67% of rspondnts. Organisations Organisations accountd for th scond-largst group of survy rspondnts, with 49 popl providing fdback. Of ths, 45 accssd th onlin action pack and on rspondnt said thy did not rciv information about it. Th guidanc sht was again th most commonly usd rsourc among organisations, with 83% of rspondnts accssing it and 97% rating it good, vry good or xcllnt. Th Gtting involvd postr was th scond most popular rsourc, usd by 77% of organisations and ratd 100% good, vry good or xcllnt, 20

22 FEEDBACK and th othr Postrs wr usd by 77% of rspondnts and wr also ratd 100% good, vry good or xcllnt. Shortly bfor RSW2018, w publishd our Flt Rport on Vulnrabl road usrs, which was mad availabl to RSW participants in th onlin action pack. This was usd by 45% of organisations, of W ran an onlin mdia campaign promoting RSW. W hostd two xchanging placs vnts, this includd spaking to 500 childrn, giving thm tips on road safty as wll as xplaining th dangr of roads. W lt thm into th lorris, to larn about blind spots, with som childrn in th lorry and som stood on th mat rprsnting th cycl spac to show blind spots and th importanc of making yourslf sn to lorry drivrs. which 95% ratd it good, vry good or xcllnt and 5% ratd it satisfactory. W also publishd a Drivr advic sht (which was usd by 76% of rspondnts and ratd good, vry good or xcllnt by 94%), and Logos for social mdia (which wr usd by 48% of rspondnts and ratd good, vry good or xcllnt by 100%). promot wll and Organisations wr don t lt th focus drop also askd to giv in thir thm ach thir viws on th yar. Thy mak sur Bik Smart factsht popl ar informd (cycling) and th with rlvant matrial. Bik Smart factsht Fdback calls [ar] (motorbiks). Ths vry usful as it kps wr usd by 76% and th mssag of road 62% of rspondnts, safty going and allows rspctivly. 94% of ngagmnt aftr th rspondnts ratd th vnt so popl still cycling factsht fl involvd and good, vry good or part of somthing xcllnt, and 92% rally important. gav th sam high rating for th motorbiks factsht. Th only rsourc givn a poor rating by organisations was th Smart drivrs ar bik smart infographic. On rspondnt, or 4% of thos who usd th infographic, gav this rating, whil th rmaining 96% ratd it good, vry good or xcllnt. It was also th most commonly usd of th six infographics w producd for RSW2018, with 63% of rspondnts using it. Th two last popular infographics wr th Dutch Rach and You r not a bik infographics, which wr usd by 53% and 46% of rspondnts, rspctivly. Emrgncy srvic/road safty profssionals Our survy rcivd 20 rsponss from mrgncy srvic and road safty profssionals, of whom 70% accssd th onlin action pack. 100% of rspondnts ratd th rsourcs 7 or highr for usfulnss, and 30% ratd thm 10/10. All rspondnts who usd th rsourcs flt thy wr appropriat for th audinc thy workd with. No rsourc rcivd a satisfactory or poor rating from this rspondnt group as vry rsourc was ratd good, vry good or xcllnt. Th most popular rsourcs wr th Logos for social mdia, usd by 80% of rspondnts, and th guidanc sht, which was usd by 75%. Many rspondnts said thy found W hav ngagd in dlivring a full wk of activitis supporting for many yars now and it provids an xcllnt focus that hlps bring togthr partnrs in road safty to work collaborativly. Rally good rsourcs for schools, allowd us to ngag with schools asir. th logos and infographics th most usful, particularly for raising awarnss of RSW2018 onlin. 21

23 A hug thank you to vryon who hlpd mak 2018 possibl! th road safty charity