Space to ride safe

Client: Transport Accident Commission

The behaviour:

Educate Victorians that minimum passing distances have become law, while creating an emotional connection between cyclists and motorists on the road.

1. Increase motorist’s awareness of adequate ‘safety zones’ when driving near or past cyclists.
2. Increase motorist’s ability to accurately judge a safe distance.

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The change:

Remove the ‘us’ vs ‘them’ mentality and raise awareness that we all share the roads, paths and lanes. Help motorists and cyclists to be more considerate of each other and give each other the space they need to be confident and stay safe.

What behaviour do you want to change?

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Space to ride safe

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We inspired motorists on Victorian roads to safely judge the space they need to give cyclists safe, while sensitising them to the new safe passing laws.