LOCAL CYCLING CLUB LAUNCHES CAMPAIGN TO IMPROVE ROAD SAFETY FOR CYCLISTS IN WEST COUNTRY
Bristol, UK – A new grassroots road safety initiative has launched at three petrol stations across the West Country today, with the aim of promoting mutual respect and understanding between cyclists and motorists.
Led by Bitton and Oldland Cycling Club (BOCC), in partnership with the Bristol Cycling Campaign, Bath’s Bicycle Mayor, Walk Ride Bath, and the global More Than A Cyclist campaign, the ‘More Than A Cyclist’ (MTAC) West Country Pilot has officially launched a targeted ambient advertising campaign. The campaign, which will run until July 26th, features custom-printed ‘AdNozzles’ placed directly on the petrol pumps at select stations in Willsbridge, Bristol, and Bath.
The AdNozzles feature split-image portraits of individuals in their cycling gear alongside their everyday professional and family identities, reminding drivers to see cyclists as more than just obstacles on the road. The campaign aims to bridge the social divide between cyclists and motorists and promote empathy and understanding between the two groups.
According to a local traffic survey conducted before the campaign launch, over 28% of surveyed drivers admitted they occasionally feel anxious or unsure about the safest way to pass a person on a bicycle on winding country roads. The MTAC campaign hopes to address this issue by utilizing the time motorists spend at the fuel pump to remind them of the passing space required by the Highway Code.
Steve Cox, Chair of Bitton and Oldland Cycling Club and Local Representative for Cycling UK, explains, “Local motorists aren’t looking for conflict – they are looking for clarity. By placing powerful images directly onto the fuel pumps at Willsbridge and our two other pilot sites, we are aiming to break down an artificial ‘us vs them’ barrier. We’re reminding our driving community that people on bikes aren’t traffic obstacles; they are vulnerable neighbours, friends and colleagues just trying to get home safely.”
The summer pilot is a part of a larger initiative by the More Than A Cyclist campaign to promote humanizing bicycle users and improve road safety. The campaign will culminate in a flagship public event in Bristol later this year, hosted by a nationally renowned cyclist and author, to encourage a wider conversation on street designs that prioritize human life.
Cyclists from across the West Country are being encouraged to support the initiative by sharing photos of the AdNozzles at the three locations on social media, using the hashtag #iammorethanacyclist and tagging @morethanacyclist.
The ‘More Than A Cyclist’ campaign and the MTAC West Country Pilot have received support from various organizations, including Bitton and Oldland Cycling Club, Bristol Cycling Campaign, Bath’s Bicycle Mayor, Walk Ride Bath, and More Than A Cyclist.
The campaign organizers hope that this initiative will bring about a mindset shift in how road spaces are shared and promote a safer, more inclusive community of road users.
For more information, please contact:
Name: Steve Cox (Chair & Founder, Bitton and Oldland Cycling Club)
Email: chair@bittonandoldlandcc.com
Phone: 07795247160
