Drive and Ride Rules
Eight drive and ride rules have been developed and are introduced by the overarching It's a two-way street campaign message 'show mutual respect' which is equally applicable to both drivers and bike riders.
The eight drive and ride rules have been carefully developed to improve the way drivers and bike riders interact with one another. The primary objective is reducing bike rider - driver collisions; a major contributor to bike rider serious injuries and fatalities. They comprise a series of safety themes, primary actions and supporting messages developed to educate drivers and bike riders about their responsibilities when sharing the road together.
The campaigns creative caricature, colour palette and language is designed to be literal, engaging and positively motivating. The reader will clearly identify with the campaign messaging as one or both of the targeted road user(s).
Careful consideration has been given to include a variety of bike rider and bike types to embrace all the reasons people ride bikes - for fun, fitness, active transport or sport. The bikes all appear with a bell, brake, front and rear lights. Bike riders are wearing light coloured clothing, Australian standard helmets, and are riding close to the left hand side of the road.
Mirroring that approach, each vehicle (car, bus, truck, motorbike) includes seat belts, front lights (indicator, white light) and rear lights (indicator, red stop light). Drivers and passengers are wearing seat belts. Drivers are shown to be driving at a safe speed and leaving a metre when passing bike riders.
Caricatures include males and females, adults and children.