Cycling

RSS develops campaigns on cycling issues to target both cyclists and drivers. The height of publicity activity is in the summer months, as both groups are more likely to be sharing road space with each other during this time. The campaigns have been designed to promote a sense of equality on the roads with all of the advertising materials carrying the tag 'All road users are equal'. However, slightly different approaches have been taken with the campaigns. Some of the adverts were aimed primarily at cyclists and were designed to provoke thought about the possible implications of improper road-use (i.e. sustaining an injury), whilst adverts aimed at motorists were designed to make them more aware of cyclists sharing the road-space as more vulnerable road users. Another approach has been to produce advertising to simultaneously appeal to both motorists and cyclists, encouraging mutual respect and tolerance between the two groups.

RSS is currently developing a micro-site which will promote mutual respect between motorists and cyclists. A poster campaign and viral-advertising will run in tandem with the website.

Please see below for examples of poster advertising that has been used over the years.