A Think! Bike poster and billboard campaign has been launched in North Yorkshire to urge motorists to be watch out for those on bicycles and motorcycles.
Launched jointly by North Yorkshire County Council and North Yorkshire Police, the posters and advertising hoardings will be placed in towns in the area, as well as along routes popular with cyclists and motorcyclists, during May and June.
The first billboard has already been put up in Harrogate, which in July hosts the finish of Stage 1 of the Tour de France, and it’s partly in view of the increasing numbers of cyclists attracted to the area by the chance to ride the same roads as the pros that the campaign has been devised.
Councillor Don Mackenzie, who represents Harrogate on North Yorkshire County Council and is its executive member for public health, said: “It’s great to see people getting on their bikes to enjoy this beautiful county, take exercise and keep fit, but we want them to stay safe as well.
“This latest initiative aims to tackle the problem of driver error in road casualties involving cyclists and bikers.”
During 2013, there were 51 deaths as a result of road traffic collisions in North Yorkshire, a 60 per cent increase on the previous 12 months and the highest annual total in seven years.
In 2012, five motorcyclists were killed on the county’s roads, but that figure rose to 16 last year. Meanwhile, the number of cyclists killed or seriously injured stood at 52 in 2013, five more than during the previous year.
Deputy Chief Constable Tim Madgwick of North Yorkshire Police said: “We are urging drivers, motorcyclists and people riding pedal cycles to pay attention, not only to their own behaviour, but also make themselves alert to other people using the roads.
“Vulnerable road users such as cyclists and motorcyclist should also ensure that they have the most appropriate protective and highly visible clothing and equipment.”
Earlier this month, the police force urged people looking to try out the Tour de France route on their bikes to ride within their limits after a man from Bradford was seriously injured in Wensleydale when he was involved in a crash.
A smartphone app for iOS and Android devices was also launched and uses video to highlight specific hazards on the roads the Tour de France will follow during its two days in Yorkshire.
Councillor Gareth Dodd, North Yorkshire County Council’s executive member for road safety, said that groups of riders needed to plan ahead for ay contingency that might arise.
“The more experienced riders have a role in looking out for the less experienced, less confident and perhaps less fit riders in their group,” he said. “Cycles need to be in good condition with recently checked brakes and tyres.
He added: “All road users have a duty to travel with consideration and with other users in mind.”
John has been writing about bikes and cycling for over 30 years since discovering that people were mug enough to pay him for it rather than expecting him to do an honest day's work.
He was heavily involved in the mountain bike boom of the late 1980s as a racer, team manager and race promoter, and that led to writing for Mountain Biking UK magazine shortly after its inception. He got the gig by phoning up the editor and telling him the magazine was rubbish and he could do better. Rather than telling him to get lost, MBUK editor Tym Manley called John’s bluff and the rest is history.
Since then he has worked on MTB Pro magazine and was editor of Maximum Mountain Bike and Australian Mountain Bike magazines, before switching to the web in 2000 to work for CyclingNews.com. Along with road.cc founder Tony Farrelly, John was on the launch team for BikeRadar.com and subsequently became editor in chief of Future Publishing’s group of cycling magazines and websites, including Cycling Plus, MBUK, What Mountain Bike and Procycling.
John has also written for Cyclist magazine, edited the BikeMagic website and was founding editor of TotalWomensCycling.com before handing over to someone far more representative of the site's main audience.
He joined road.cc in 2013. He lives in Cambridge where the lack of hills is more than made up for by the headwinds.