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Enhancing Cycling Safety in Yorkshire & Humber: A Collaborative Approach

This case study examines the ongoing efforts by Safer Roads Yorkshire & Humber to improve cycling safety. Currently, 11% of injury collisions involve cyclists, with an increasing casualty trend. Key insights reveal that 96% of collisions involve a cycle and another vehicle, often occurring in urban areas. Analyzing casualties' demographics and crash circumstances, the study aims to promote safer cycling and driving practices. The partnership initiative encourages drivers to be more aware of cyclists and instructs cyclists on safe road positions, leveraging technology and community engagement for impactful results.

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Enhancing Cycling Safety in Yorkshire & Humber: A Collaborative Approach

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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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