Advert coincides with launch of campaign to get more of country's kids cycling to school this summer...

With summer approaching – accompanied, hopefully, by better weather than we've experienced of late – Cycling Scotland is once again urging the country’s drivers to give schoolchildren space and time to allow them to ride safely to school, and this year has produced a TV advert as part of its campaign.

The appeal coincides with an initiative to get more children riding to school, with the Riderz stunt team visiting educational establishments across the country to encourage kids to take to two wheels for their journey, to build on existing growth which Cycling Scotland says had been fuelled by the exploits of Olympic champion Sir Chris Hoy, round the world cyclist Mark Beaumont and street trials ace Danny MacAskill

In line with that, Cycling Scotland has launched a Cycle to School campaign in seven areas throughout the country aimed at Cycle Friendly Zones aroud schools, with motorists asked to give children as much space as possible.

The campaign, which lasts six weeks, and covers Orkney, Moray, Edinburgh, Glasgow, North Lanarkshire, East Dunbartonshire and East Renfrewshire, includes outdoor and local radio advertising, leaflets being provided to parents, and the TV spot which made its debut last night.

Ian Aitken, chief executive of Cycling Scotland, commented: “Cycling is one of the best forms of exercise.

“With an estimated 50% of school children getting less than their recommened activity levels a day, cycling to school is an ideal way of reducing this figure and increasing children’s exercise routine.

“Getting children out in the fresh air also means they will arrive at school more alert and eager to learn.

“Research shows that children want to cycle to school so we hope by making sure drivers look out for them, more children in Scotland will get on their bikes and cycle to school.”

Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.


Gkam84 [9113 posts] 5 years ago

Nice article, I'll point my mate here rather than his stance on it that i set out here  3http://road.cc/content/forum/57686-cycle-space-ad-thoughts

Paul M [363 posts] 5 years ago

Not quite sure what the message is, but I do hope it isn't what it appears - if I were to stick my arm out straight, eg to indicate right, cars must pass far enough away that they don't quite brush my fingertips!

Even if they mean the full double arm span, it isn't enough. A car travelling at 30mph should leave at least 1.5m (according to the DfT) and a bus/HGV travelling at 30mph should leave at least 2m. Higher speeds, wider separation. How many children that age have an arm span of 1.5m?

giff77 [1294 posts] 5 years ago

Concept of the advert is good. Except as Paul says, what child has an arm span of 1.5 metres. I'm just 1.65m and frequently have vehicles passing me at all speeds some barely allowing 30cm. To use a childs arm span as a guide to pass is just plain stupid. Some creativity should have been used to illustrate a car width. The only vehicles that slow down and pass giving me plenty of room are emergency vehicles.

WolfieSmith [1395 posts] 5 years ago

They mention 'space and time' in the article but not 'time' in the ad. Time is what will make the difference: time to read the road and other users and time to react. Until people are forced by a blanket 20mph limit in school and residential areas then 'space' is just windowing dressing.

The whole nation needs to learn to slow up and share. '20 is plenty' gets my vote. 'Slow up and Share' would as well. Reducing speed limits seems to be a no no for politicians at present: they're frightened of the Clarkson vote and the myth of reduced productivity via reduced speed.

Speed is the main issue in cycle safety and until it's acknowledged cutesy ads will make little difference.