Road users reminded to ‘Look Out’ for each other in new campaign

Road users across West Yorkshire are being reminded to ‘Look Out’ for each other because they share the roads and share the responsibility.

The West Yorkshire Safer Roads partnership launches its new road safety campaign on Monday 2 June, with a Top Gear style commuter challenge between Bradford and Leeds during Monday morning’s rush hour. The campaign which has appeared on buses in Bradford over the past few weeks rolls out across West Yorkshire today.

The commuter challenge will feature each of the road users featured in the campaign media (driver, cyclist, motorcyclist and pedestrian). Each of the challengers will make their way from a poster location on John Street in Bradford city Centre to another poster site on Leeds’ Boar Lane.

All the challengers will be able to choose their own route apart from the cyclist who will be following the route of City Connect, a proposed multi-million pound segregated cycle and walking route between Bradford and Leeds. The pedestrian will of course have the use of West Yorkshire Metro’s network of public transport

Media opportunity:

When: Monday 2 June at 8am

Where: Start, John Street, Bradford. Finish, Boar Lane, Leeds, approx. 9am

Members of the media are invited to attend either the start of finish of the commuter challenge. Photo and interview opportunities will be available at both sites.

The campaign is based upon analysis of road traffic accidents in West Yorkshire which highlighted that the largest cause of accidents – over 50% - was the “failure to look”. There are five posters, one for each of the road users – pedestrian, cyclists, motorcyclists, drivers and one that features all.

Along with the visual campaign, the revamped www.someones-son.co.uk website offers a host of information and materials for all road users to help keep us safe on the roads.

Sue Snoddy, Chair of the West Yorkshire Safer Roads group;

“The artwork has deliberately been designed to be a simple message appealing to all road users, moving away from the blame culture of previous campaigns which can create a, us and them culture between road users. The aim is to encourage users who share our roads to share the responsibility.”

Councillor Richard Lewis, executive board member responsible for economy development:

“We have made great strides in reducing the number of road casualties in recent years, indeed the 2013 casualty figures are the lowest on record, however we can continue to do more. Look Out is a simple message, but if we all did it and shared the roads responsibly together, those figures will continue to decrease.”

The event will also be supported by the motorcycle industry association, who are keen to promote road safety especially for vulnerable road users, and with Ride to work week round the corner, they are very interested to see just which transport mode arrives in Leeds first.


For media enquiries, please contact:

Emma Whittell, Leeds City Council press office, on (0113) 2474713

Email: emma.whittell@leeds.gov.uk

Notes to editors:

The West Yorkshire Safer Roads group is made up of the 5 local authorities in West Yorkshire and the emergency services.

http://www.cyclecityconnect.co.uk/ - Leeds City council and City of Bradford Metropolitan District Council, together with West Yorkshire combined authority and other local partners have together to deliver a programme of cycle improvements in the Leeds City Region. The project is called CityConnect. Funded through Department for Transport’s Cycle City ambition fund, city connect will make it easier and safer to get around on foot and by bike giving access to your local area, increasing your travel options and reducing congestion.

www.mcia.co.uk - The Motorcycle Industry Association (MCI) has looked after the interests of the motorcycle industry for over 100 years. Their members are manufacturers and importers of powered two wheelers and the suppliers of associated goods and services in the UK. Their objectives are to promote, protect and expand the motorcycle industry for the benefit of members.

http://ridetoworkday.co.uk/ - National ride to work day is Monday 16th June 2014, part on the international Ride to Work Day. This year, Ride to Work Day kicks off Ride to Work Week, 16th-22nd June 2014. On Ride to Work day, motorbike and scooter riders around the world show just how enjoyable their daily commute is. By riding to work they demonstrate that life would be better if more people rode to motorcycles and scooters every day, with time savings, less congestion, and reduced travel costs.

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