Pedal Power

Issue 32 January 2001

Communication and marketing best for cycle promotion


The Transport White Paper reaffirmed the important contribution cycling can make in an integrated transport system, and endorsed the targets and aspirations outlined in the National Cycling Strategy (NCS) published in July 1996. The first aim of the strategy is to establish a culture favourable to the increased use of bicycles for all age groups and it is probable that unless it succeeds in this the provision of improved cycle facilities will be a poor investment.

Research carried out by Austrian Traffic Club VCÖ suggests that the shaping of opinion by professional promotion is the most effective way to change travel habits. How people move about and how they cope depends mainly on how an individual means of transport, costs, time, comfort and safety are perceived and assessed. By targeting people's opinions, cycle use in particular can be increased.

In Detmold a 2-year public relations campaign brought much more cycle use than a previous 6-year programme of cycle facilities. The central task is to reduce selective awareness; the use of cars is perceived as being far more important by opinion-forming groups than it is. Communication can achieve consensus for traffic measures such as 30 km/h limits, and "sell" mobility as a complete product. Advertising and public relations are particularly important for people to consider cycling, as there are no operating companies and only little commercial interest to raise awareness. Since 1993 the Vorarlberg government has been campaigning to improve the image of cycling as an everyday means of transport.

A Little Bit of Good News - Road Traffic Statistics 1999

The latest statistics released by the DETR shows that:

Car traffic rose 1% between 1998 and 1999, one of the lowest year-on-year increases in recent years.

Two-wheeled motor vehicle traffic rose 16% between 1998 and 1999, a sharp increase following a six-year period of little change.

Pedal cycle traffic rose 6% between 1998 and 1999, compared with an average fall of 4% from 1995 to 1998.

Motorway traffic rose 3% between 1998 and 1999 - lower than the average rate of increase in recent years. Traffic on major built-up roads showed little change.

Motorways carried 18% of total traffic and 39% of goods vehicle traffic in 1999, although they account for less than 1% of road length. Half of all articulated goods vehicles traffic is on motorways.

Campaign Officers:-

Chairman Clive Davis 0115 9831308

Secretary David Bentley 236695

Treasurer John Catt 211468

Membership Sec. Ariadne Tampion 211468

Publicity Officer Clive Davis 0115 9831308

Newletter Editor John Catt 211468

Any letters or articles for inclusion in the newsletter should be sent to the Editor at 32 Bramcote Road,

Loughborough, LE11 2SA.

Forthcoming Events

CAMPAIGN MEETINGS are held on the second Monday of the month at John Storer House at 7-30pm.

8th January Way forward review

12th February

12th March Annual General Meeting

Any proposals for the AGM should be given to the Secretary before the end of January.

Our subscriptions are very low to encourage membership, so if you are not already a member we very much hope you will consider joining us by filling in the application form below and sending it with your subscription to:

The Membership Secretary, Loughborough and District Cycle Users' Campaign, 32 Bramcote Road, Loughborough, Leics. LE11 2SA.

If you have any queries, please feel free to phone us on Loughborough 211468.

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Telephone ___________________________

Email ________________________________________________

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Annual Subscription: Unwaged Waged

Full Member £1 £2

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(Please circle as appropriate) # several people at the same address.

I do not object to the group keeping these details on a computer database, providing they are not released to any outside bodies.

Signed ___________________` Date ____________



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