Getting there - On Foot, By Cycle - Priority 2 Part 3
Last updated on
20/05/2009 5:48 p.m.
A strategy to advance walking and cycling in New Zealand transport
February 2005
Local initiatives result in national interest
Two road safety initiatives from neighbouring South Island authorities have gained the attention of others working to improve safety for walking and cycling. Both initiatives aim to tackle driver behaviour.
Don't Burst Their Bubble...
Waimakariri 'Don't Burst Their Bubble' campaign In Waimakariri, runners, walkers, cyclists and horse riders were complaining to the District Council about motorists passing them too close and too fast for comfort. Often their concerns related to rural roads with no footpaths. The local road safety co-ordinator decided to build a promotional campaign around the idea that just as motorists are protected by the bubble of their car, motorists should perceive a bubble around other road users that should not be broken.
Each advertisement, using local people, was accompanied by a short story about that person and their problems on the road. Six colour advertisements - focusing on a walker, a jogger, a cyclist and a horse rider - were made and placed prominently in the local Saturday paper. These were followed up with three billboards at strategic sites.
A survey of 25 people undertaken a month after the last advertisement found that 15 recalled the ads without prompting, two recalled them with prompting, eight had no recall of the ads, and 23 agreed that the message was clear when shown the advertisement.
All stated that they slowed down near other road users. Anecdotally, phone calls to the council, comments from council staff and councillors, and comments to people featured in the advertisements have also been very positive.
The project won the community project award at the Road Safety Co-ordinators Conference in 2003 and was runner-up in the Cycle Action Network Cycle Awards in 2004. By the end of 2004, seven South Island and two North Island councils had taken up or planned to adapt the 'bubble' concept for use locally, including Tasman District, Nelson City, Wellington City, Dunedin City, Southland Region, Ashburton District, Christchurch City, Hamilton City and Central Otago District.
<< Previous | Contents | Next >>
Media Release
Download the: