Summary

In 2007, 21 cyclists in London died because they weren’t seen by drivers. This paper shows how a small-budget campaign of £600,000 reduced deaths on London’s roads by a third. The challenge was to find an idea that didn’t discourage cyclists from riding, or place blame for the accidents. The strategy, therefore, was not just to tell drivers that cyclists weren’t seen, but to actually prove it by creating a test that made viewers experience how easy it could be to look, but not see. The test has been experienced by more than 13 million people, saving an estimated £2.3 million in human and administrative costs, and resulting in a payback of £3.66 for every £1 spent.

Judge’s comment

Faced with the difficult task of reducing the number of deaths and the number of injuries that cyclists sustain on London’s roads, this campaign moved away from the traditional shock tactic strategy and instead tried to understand what is causing these accidents.

Duncan George, former sales director, AOL

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