University of Southampton

Pedal Cyclists2018

11 Jul

Written By Lynne Dickens

CRoss-modal Intervention Training To Improve Cyclist Awareness Levels (CRITICAL) project

Amount awarded

£105,512

Completed

2022

Making roads safer for…

Pedal cyclists

Close-up shot of a female cyclist on a bike

Project summary

The CRoss-modal Intervention To Improve Cycling Awareness Levels (CRITICAL) project developed a cross-modal training programme to improve cycling safety. Funding helped deliver two cross-modal training programs: 1) Cycle awareness for car drivers and 2) car awareness for cyclists.

The project undertook longitudinal evaluation studies to assess the effectiveness and resilience of this type of training.

This novel training programme created compatible awareness in road users traditionally in conflict with each other. Both road users were trained to interact with each other, enabling them to better understand risky behaviours and develop higher levels of awareness for the other road user.

Cyclists are disproportionately represented in accidents; for every 26 car drivers killed or seriously injured per billion vehicle miles, over 1,000 pedal cyclists suffer the same fate. The ability to demonstrate safer cycling will make it a more attractive mode of travel with numerous long-term benefits. If successful, this approach can be rolled out to other high-risk road user groups.

Project summary (pamphlet) →

Final research report →

You can download the PowerPoint presentations used in the training by using the links below:

Module 1: Introduction to cross-modal training
Module 2: Attitudes
Module 3: Knowledge part one
Module 4: Knowledge part two
Module 5: Skills part one
Module 6: Skills part two
Module 7: Applying this on the road

South West

Lynne Dickens

Spot On Creative is a Northants-based creative team who have the hard-earned skills, expertise and industry knowledge that only come from having worked for years in advertising. It’s all managed by Lynne Dickens who has over 20 years’ experience in marketing communications, and ten years in website design and build, and creative team project management.

Lynne is also a qualified art historian and has some expertise in curating fine art exhibitions and producing all of the catalogues, posters and supporting material to create a successful event.

All the guys in our team have worked for one-man bands, SMEs and large blue-chip multinationals in just about every sector, field and industry. We can come up with great ideas, superb design and copy, and exceptional photography for anything from websites to email campaigns, branding to brochures – and everything in between.

And the beauty of Spot On Creative is that we’re big in creativity, experience and knowledge, but small in overheads and invoices. So we’re a much more sensible and affordable option for you than a larger advertising agency or marketing company.