AA's Think Bikes Campaign: A Decade of Safety

The AA's 'Think Bikes' initiative, launched a decade ago, continues its vital mission in 2024, marking its 10th anniversary. This enduring campaign, born from a personal tragedy and a desire to enhance road safety, urges drivers to be more vigilant of vulnerable road users. The simple yet effective 'Think Bikes' sticker, placed on side mirrors, serves as a constant reminder to look out for cyclists and motorcyclists. The campaign's success is underscored by its numerous awards and its adoption in 24 countries worldwide, demonstrating a universal need for greater awareness on our roads.

The Genesis of 'Think Bikes'

The 'Think Bikes' campaign was conceived by Tony Rich, a former AA Patrol of the Year and now Public Relations Manager. The initiative was a direct response to the tragic death of his friend, Jack Bellis, in a motorcycle accident. This deeply personal motivation fuelled the creation of a campaign designed to prevent similar tragedies by fostering a culture of shared responsibility and mutual respect among all road users. The campaign's core message remains as relevant today as it was upon its inception, emphasizing the vulnerability of those on two wheels and the critical importance of driver awareness.

Impact and Recognition

Since its launch in March 2014, the 'Think Bikes' campaign has garnered significant acclaim and widespread adoption. It has been recognized with prestigious accolades such as the FIA Innovation Award and the FIM Global Road Safety Award, highlighting its effectiveness and international appeal. Many European motoring clubs have embraced the initiative, and the campaign has been replicated in 24 countries globally. This broad reach signifies a shared understanding of the need to improve road safety for motorcyclists and cyclists.

Statistical Insights and Road Safety Challenges

Government statistics paint a stark picture of the ongoing challenges faced by cyclists and motorcyclists. In 2022, 91 cyclists and 350 motorcyclists were killed in Great Britain. While cyclist fatalities saw a decrease of 20% compared to 2014 figures, motorcyclist fatalities increased by 5%. Similarly, injuries to cyclists decreased by 25%, while motorcyclist injuries saw a reduction of almost 17%. Despite these improvements, the numbers underscore the persistent risks these vulnerable road users face. The AA's research further highlights driver awareness issues, with 89% of drivers agreeing that it's 'sometimes hard to see cyclists,' reinforcing the necessity of the 'Think Bikes' message.

The Highway Code and New Safety Measures

In January 2022, the Highway Code underwent significant changes aimed at enhancing road safety, particularly for cyclists. These updates introduced a 'Hierarchy of Road Users,' emphasizing that those who can cause the most harm have the greatest responsibility. New rules were implemented regarding cyclists' road positioning and passing distances for drivers. For instance, drivers are now advised to leave at least 1.5 metres when overtaking cyclists at speeds up to 30mph, with more space recommended at higher speeds. Despite these guidelines, the AA's survey revealed that 37% of drivers feel nervous when overtaking cyclists, with younger drivers being more apprehensive than older ones.

The Dutch Reach: A Simple Yet Effective Technique

A significant contributor to cyclist and motorcyclist injuries is car occupants opening doors without looking. In 2022 alone, 373 individuals were injured in this manner. The 'Dutch Reach' offers a practical solution to this problem. This technique involves opening a car door with the hand furthest from the handle, naturally prompting the occupant to check mirrors and blind spots before exiting. Originating in the Netherlands and used since the 1970s, the Dutch Reach significantly reduces the risk of 'dooring' incidents. However, AA research indicates that awareness of this simple technique remains low, with less than 20% of drivers having heard of it, and a further portion knowing but not practising it.

Driver Attitudes and the Path to Harmony

While the AA's survey revealed that 95% of drivers acknowledge the vulnerability of cyclists and aim to give them extra space, attitudinal divides between drivers and cyclists persist. The survey indicated that 15% of drivers have lost their temper and used hand signals towards cyclists, while 20% have experienced such behaviour directed at them. The AA emphasizes that most drivers are also cyclists, and vice versa, highlighting the interconnectedness of road users and the potential for fostering greater harmony through mutual understanding and respect.

Expert Endorsements and Campaign Support

The 'Think Bikes' campaign has garnered strong support from prominent figures in broadcasting, cycling advocacy, and motorcycling organizations. Broadcaster and cyclist Jeremy Vine expressed his pleasure at the AA's continued efforts, stating, "if you're on two wheels, you do feel quite vulnerable." Chris Boardman, Olympic and World Champion cyclist and advocate, who was present at the campaign's launch, praised the AA for reinvigorating the initiative. Paul Morgan from the British Motorcyclists Federation and Craig Carey-Clinch from the National Motorcyclists Council both underscored the campaign's ongoing importance for motorcyclist safety, emphasizing the shared responsibility of all road users.

Campaign Milestones and Future Commitment

The 'Think Bikes' campaign has distributed over six million free stickers through various channels, including member renewal packs, AA Driving School, and AA patrols. The campaign's launch was supported by a wide array of government bodies, police forces, and cycling and freight groups. The AA remains steadfast in its commitment to the 'Think Bikes' message. All new AA vehicles are now fitted with the stickers, and the AA is actively encouraging other fleets to adopt them. The AA Trust will continue to promote the campaign's core messages through ongoing advocacy, social media engagement, and collaborations with partners. The AA Trust has more 'Think Bikes' stickers available for those who wish to support the initiative by emailing [email protected].

Key Takeaways and Call to Action

The 10th anniversary of the AA's 'Think Bikes' campaign serves as a crucial reminder of the persistent need for driver awareness and consideration for vulnerable road users. The campaign's success, evidenced by its international reach and accolades, highlights the effectiveness of simple yet impactful messaging. While progress has been made, statistics and driver surveys reveal that further effort is required to ensure the safety of cyclists and motorcyclists. By embracing the principles of the 'Think Bikes' campaign, adopting techniques like the Dutch Reach, and fostering a culture of mutual respect on the roads, we can collectively work towards a safer future for all.

Frequently Asked Questions

What is the AA 'Think Bikes' campaign?

The AA 'Think Bikes' campaign is an initiative launched in 2014 to encourage drivers to be more aware of cyclists and motorcyclists on the road. It uses 'Think Bikes' stickers as a visual reminder.

Why is the 'Think Bikes' campaign still relevant?

The campaign remains relevant because cyclists and motorcyclists are highly vulnerable road users, and statistics show a continued need for driver awareness to reduce accidents.

What are the new Highway Code rules for cyclists?

Recent changes include a 'Hierarchy of Road Users' and specific advice on passing distances for cyclists, recommending at least 1.5 metres when overtaking at speeds up to 30mph.

What is the Dutch Reach?

The Dutch Reach is a safety technique for opening car doors by using the hand furthest from the handle to check mirrors and blind spots, preventing 'dooring' accidents.

How can I get a 'Think Bikes' sticker?

You can request 'Think Bikes' stickers by emailing [email protected]