Every second cyclist breaks the traffic rules in Denmark!!! And while it may seem harmless to skip a hand signal or check a quick text while driving, these behaviors contribute to 4-5,000 serious cycling accidents annually. That's why we are extra proud to have helped Rådet for Sikker Trafik create a campaign to make our cycling culture safer.
The challenge? Cyclists often justify risky behavior, thinking "I've got it under control". And that thinking is hard to change. The solution? A playful campaign with the question, "Are you sure?" urging cyclists to rethink their habits for everyone's safety - and to make the cyclist more aware and friendly towards each other.
The campaign was rolled out in cinemas, online and outdoors all over the largest cities in Denmark.
RESULTS
90% of cyclists like the campaign.
85% find it relevant.
It has sparked conversations among more than half of the target audience.
74% believe they have changed their behavior because of the campaign.
And even though we didn’t mention bike helmets at all, 19% went out and bought a helmet after seeing the campaign.
