Think Cycling Campaign Evaluation

12 March 2014

Evaluation documentation for the Department for Transport campaign THINK! Cycling. This includes pre and post research conducted amongst drivers and cyclists in 5 cities over the October and November 2013 period. The 5 cities being Cambridge, Bristol, Leeds, Manchester and Birmingham where the poster advertising for the campaign was launched.

The key messages developed for the campaign were: 

• drivers, look out for cyclists when getting out
• cyclists, ride a door’s width from parked cars
• cyclists, ride central on narrow roads
• drivers, look out for cyclists at junctions

The evaluation which is available here shows that the campaign worked well amongst cyclists, less so amongst drivers and that the posters with specific tips worked better than those with broader information. It showed that it would be best to focus on promoting tips rather than broader messages.