Look Again cycle safety campaign launched

Look again. That is the simple two-word message for a city-wide cycle safety campaign that is turning heads.

The campaign kicks off today with the release of a video created amongst a new addition to Christchurch’s street art scene.

Inspired by Christchurch’s street art scene, the video features an art installation and a portrait painted directly onto a person on a bike. The cyclist appears as though they are part of the art installation, but then begin moving.

Commuter reactions to the moving cyclist have been filmed and the message is clear – don’t accept first glance, look again.

Christchurch City Council Transport Operations Manager Steffan Thomas said the campaign had a point of difference to the usual safety messages.

“We want to increase awareness amongst drivers of those cycling on the road and get drivers thinking about their positioning on the road,” Mr Thomas said.
“We’re also trying to educate people about looking for blind spots as well as in their mirrors, especially when changing lanes and pulling out.

“Our most recent travel survey data shows there are 50,000 cycle trips in Christchurch every day, and we expect those numbers to increase dramatically as the infrastructure improves with new cycle ways. Currently there are an average of 130 injury accidents involving bikes each year in Christchurch. We want to encourage all road users to look out for each other, incorporating respect and courtesy between everyone.”

Mr Thomas said cycling could be a lifestyle choice for those wishing to escape congestion frustrations and parking stresses.

“The campaign was designed to get people thinking a little more about their behaviours and how easily a person on a bike can be missed at first glance,” Mr Thomas said.

“Crash data shows that the top two factors contributing to crashes involving cyclists are ‘poor observation’ and ‘failure to give way/stop’. We’ve created this mural at the City Mall to encourage everyone to think about how they share the road and to ‘look again’ – we hope that behaviour becomes second nature.”

Find out more on the Look Again campaign.