Road safety education campaigns are most effective when combined with their engineering and enforcement counterparts. The project engineer responsible for road layout changes should keep their Road Safety Officer (RSO) colleagues informed but, ideally, involve them at the design and road safety audit stages. Police cooperation may also valuable.
A publicity campaign can explain engineering changes to a road layout, the reasons for these and can be backed up by enforcement when necessary. It is recommended that education and publicity budgets are included in scheme costs.
If there is a specific problem within the boundaries of the authority which is not peculiar to any one site or group of sites, then a local campaign, carefully targeted to address the root cause of the problem, is worth serious consideration. Liaison with neighbouring authorities and police forces may highlight a ‘shared’ problem which no individual body can overcome in isolation. Co-operation with neighbouring authorities is then cost effective and facilitates publicity both where riders live and at the location of concern. Riders often travel some distance from their homes to favoured riding areas but are most likely to be reached by campaigns close to their homes.
At a regional level, it is recommended that the ‘higher risk’ groups are targeted, including sports bike riders and urban commuters. Again, this requires analysis of the factors that lead to collisions and the implementation of measures designed to address them. Best practice involves a combination of educational and psychological measures designed to influence rider attitude and behaviour, provide appropriate needs-based training and implement consistent and supportive enforcement.