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Cycling by Design

13. PUBLICITY

Introduction

13.1 National Cycling Strategy targets for increasing cycle use are unlikely to be achieved by the implementation of design standards alone. Effective publicity campaigns should be employed at all stages in the development of cycling infrastructure in order that cycling’s place within a developing integrated transport system is secured.

Publicity Methods

13.2 The promotional strategies employed should be diverse and encompass the following key areas:-

13.3 Publication of Route Guides and Information Leaflets: Route guides and leaflets should aim to provide details of route layouts and show their interaction with the local cycle network. Guides should be presented in a simple format that enables cyclists to use them for journey planning or as a supplement to existing network information signs.

13.4 As cycling infrastructure develops, routes will often be introduced in stages. As each feature or stretch of route becomes available, cycle guides and leaflets should be used to publicise availability. This is particularly important when the scheme being introduced is the first of its kind in the area. The cycle facilities which the scheme includes should be described clearly and any non-standard signs should be illustrated and their meaning explained. Guides and leaflets should also be used as useful media through which road safety messages and safe cycling methods may be distributed.

13.5 Leaflets and guides should be distributed to tourist offices, libraries, local government offices, schools, local cycle groups, bicycle shops etc. in order that the information may be disseminated to as wide a range of potential users as possible. Any Internet facilities should also be utilised

13.6 Public Awareness Campaigns: High profile campaigns may be undertaken to focus drivers’ attention onto the needs of cyclists and also to encourage motorists to cycle. ‘Bike to Work’ days can be highly effective in raising awareness of cyclists’ needs and in encouraging increased cycling both as a sustainable mode of transport and for its positive health and fitness benefits. (‘Healthy Transport in Strathclyde’ (1995) is an excellent example:- Contact Erl Wilkie).

13.7 Launches, Advertising and Co-operation with the Press and Media: High profile launches of new initiatives, including the opening of new cycling infrastructure, should be used to raise public awareness of cycling opportunities.

13.8 Adverts and features in the local and national press should be used to generate interest and provide information on important cycle issues. Poster campaigns and radio advertising may be used for major events. Human interest progress reports in the local press will inform people of new schemes.

13.9 Local, National and International Liaison: The exchange of information at all levels is important to establish best practice and encourage the implementation of a consistent standard of cycle infrastructure which is both popular and safe. The Cycling by Design consultation procedures should be viewed as a key aspect in this respect.

13.10 Local Level: At local level regular meetings should be arranged by Cycling Officers with local cycle groups in order to exchange ideas. Groups should aim to identify possible new routes and investigate ways to eliminate current cycle problems.

13.11 The views of members of the public should be sought. The reaction of cyclists, pedestrians and other road users should be recorded and reviewed when new facilities are first brought into use. To encourage feedback, authorities should consider using temporary posters and signs near the new facility giving details of a contact address and telephone number.

13.12 National Level: At national level a number of formal Groups currently exist:-

(i) National Cycle Forum:- Established as a standing group to steer and monitor progress on the National Cycling Strategy. The National Cycle Forum meets bi-annually and is chaired by the DETR Minister for Local Transport. The Forum comprises representatives from a range of organisations across the UK including central and local government, business and the voluntary sector.

(ii) Scottish Cycling Forum:- Established as a standing group to steer and maintain cycle policy and act as a link to the National Cycle Forum. The Scottish Forum meets every 3 months and consists of Scottish Executive Officials, Cycle Officers, ScotRail, Scottish Natural Heritage, Scottish Enterprise, COSLA and various cycle interest groups.

(iii) Cycle Liaison Group:- Cycling Officers from each Local Authority in Scotland attend liaison meetings convened by the Scottish Executive every twelve months. Representatives of cycling organisations, such as Cyclists Touring Club and Sustrans, also attend. At these meetings technical issues of national importance to cyclists are discussed, for example legislation, standards and progress with cycle network development.

(iv) Local Authority Associations’ Cycle Working Groups:- Should be used to review a wide range of issues concerning cyclists, for example the provision of technical literature and guidelines. These groups should aim to have their recommendations taken on board by Central Government.

13.13 International Level: At an international level the main meeting of civil/transport engineers and cycle interest groups is at the Velo City Conference, a biennial week long conference attended by representatives from all over the world. At this meeting numerous technical papers are presented concerning all aspects of cycle provision and how different nations approach the subject. All Cycling Officers should be encouraged to attend the Velo City Conferences whenever possible.

Networking

13.14 The methods outlined above should not be purely aimed at promoting cycling to the public but, used in conjunction with the guidelines introduced in Cycling by Design, should form the basis for improved networking between individuals involved in cycling in Scotland. A closer interaction between all parties should result in a more consistent and coherent approach to the development of cycling and better understanding between all those interested in promoting cycling by whatever means available.

COMMENTS : CHAPTER 13

Cycling by Design’s prime objective is to draw together and rationalise existing cycling design guidelines into a single comprehensive, coherent reference document that may be used as a source of sound technical advice. In order to achieve this objective it is imperative that Cycling by Design is developed through consultation. Please provide any comments or suggested amendments you may wish to put forward with respect to the preceding chapter.

Comments/Proposed Amendments:

Please send your comments to:

The Scottish Executive Development Department,

Standards Traffic & Environment,

Area 2-E,

Victoria Quay,

Edinburgh EH6 6QQ.

On or before 31^st December 2000.

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