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Cycling A partnership case study

Cycling A partnership case study. Safer Roads Yorkshire & Humber Anke Taylor – Data Manager Ruth Gore- Marketing Officer. What is happening now on Y&H roads?. 11% of injury collisions involve pedal cyclists in Y&H Increasing casualty trend

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Cycling A partnership case study

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  1. CyclingA partnership case study Safer Roads Yorkshire & Humber Anke Taylor – Data Manager Ruth Gore- Marketing Officer

  2. What is happening now on Y&H roads? • 11% of injury collisions involve pedal cyclists in Y&H • Increasingcasualty trend • 96% of collisions involve a pedal cycle and another vehicle • 73% of killed or seriously injured collisions occur in urban areas

  3. Questions • Who are our cycle casualties? • Where do they come from? • Where do they crash? • What are the circumstances of these crashes? • Is cycling safe?

  4. Methodology Led by Safer Roads Humber: • MAST - regional analysis across Yorkshire & The Humber (Y&H) • Data sharing across Y&H sub-regions • Mapping • Experian MOSAIC

  5. Analysis • Standard analysis • Adults aged 18+ • Collision location, vehicles & drivers involved, time of year, time of day, contributory factors, casualty age & gender • Additional analysis based on casualty home post codes • Thematic mapping • Socio – demographic profiling

  6. Data summary • Urban areas • Junctions • Cycle vs car • Peak travel times • Failed to look • Men of working age • Local people • Not disadvantaged

  7. Relative risk of cycling • Risk of becoming a cycle casualty is reducing • ‘Safety in numbers’ effect

  8. Led by Safer Roads Humber On the Knowledge Centre

  9. What are our aims ? • To get drivers to look out for those on two wheels (pedal and powered) • Get cycliststo ride safely • Explain cycle road positions to drivers Partnership approach sharingcosts, expertise and time

  10. So where first? Logic models! • Urban • Adults • Lack of training take up • Technology friendly target audience • Drivers • Cyclist road positions • Look, look, look again • Rural • Increasing interest in cycling • Tour de France

  11. Urban Cycling Guide Riding in the Primary Position: http://www.youtube.com/watch?v=ZhZdeJdrRJ4

  12. The Urban Cycling Guide Led by Leeds City Council:- • Information about the key collisions hotspots - junctions, roundabouts, left turns • Over 20,000 distributed by end of 2014 • 1,618 You Tube hits so far • Linked into Urban Limits cycling campaign

  13. And the driver? • Bus backs on main urban routes • Radio adverts explaining road positions • Radio in “real time” asking drivers to “look out now” • Links into the Someone’s Son campaign • Website currently being revamped

  14. Cycle Yorkshire – Ride the Tour App The greatest opportunity ever presented!

  15. Smart phone apps Led by City of York:- • Needed to be interactive and accessible • Appeal to target audience – male, leisure rider, MAMIL • Have a hook to make people want to view content (Tour de France) • They are smart phone users!

  16. Cycle Yorkshire – Ride the Tour App • Providing short flyover videos and key information on sections of the routes • Highlights key areas – downhill sections, narrow bridgesand gives more in-depth advice. • Contains general rural advice as well as tour specific advice • Information to make an informed decision when riding the routes

  17. Cycle Yorkshire – Ride the Tour App Supported by Welcome to Yorkshire Aligned to the Cycle Yorkshire Legacy Launching alongside the Legacy at Y14Welcome to Yorkshire Conference, 27 March 2014

  18. What next? • Promotion of all cycling products over the next few years • The campaign can be used in any area and is wider than just the Yorkshire and Humber So we’re happy to share

  19. With thanks to the following • Safer Roads Yorkshire & Humber are:- The road safety teams and partnerships in Humberside, City of York & North Yorkshire, South Yorkshire, West Yorkshire • Jamie Sharp – Team HOPE • Welcome to Yorkshire • Cycle Yorkshire

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