Cycling A partnership case study Safer Roads Yorkshire & Humber Anke Taylor – Data Manager Ruth Gore- Marketing Officer

What is happening now on Y&H roads? 11% of injury collisions involve pedal cyclists in Y&H Increasing casualty trend 96% of collisions involve a pedal cycle and another vehicle 73% of killed or seriously injured collisions occur in urban areas

Who are our cycle casualties? Where do they come from? Where do they crash? What are the circumstances of these crashes? Is cycling safe? Questions

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

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

Data summary Urban areas Junctions Cycle vs car Peak travel times Failed to look Men of working age Local people Not disadvantaged

Relative risk of cycling Risk of becoming a cycle casualty is reducing ‘Safety in numbers’ effect

Led by Safer Roads Humber On the Knowledge Centre

What are our aims ? To get drivers to look out for those on two wheels (pedal and powered) Get cyclists to ride safely Explain cycle road positions to drivers Partnership approach sharing costs, expertise and time

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

Urban Cycling Guide Riding in the Primary Position:

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 ,618 You Tube hits so far Linked into Urban Limits cycling campaign

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

Cycle Yorkshire – Ride the Tour App The greatest opportunity ever presented!

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!

Cycle Yorkshire – Ride the Tour App Providing short flyover videos and key information on sections of the routes Highlights key areas – downhill sections, narrow bridges and 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

Cycle Yorkshire – Ride the Tour App Supported by Welcome to Yorkshire Aligned to the Cycle Yorkshire Legacy Launching alongside the Legacy at Y14 Welcome to Yorkshire Conference, 27 March 2014

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

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