Share the Road Campaign

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Campaign background
In 1993 the South Australian Government made a commitment to double cycling in South Australia by the year 2000 and increase cycling safety. It was recognised that to achieve behavioural change that will increase cycling safety a wide range of strategies needed to be deployed. The Cycling Strategy for South Australia (October 1996) ensured that engineering, enforcement, education and encouragement strategies would contribute to and reinforce cycling safety. The Share the Road public awareness campaign, which aimed to increase awareness of cycling related road rules and safety precautions, has been an integral element of this strategy.

The multi-faceted campaign was scheduled over a three-year period - from November 1997 to December 2000, recognising that attitudinal and behavioural change requires a long-term commitment. The communications balance between advertising and public relations ensured a high level of reach and exposure with messages supported in the broader social context by the publicity and promotional activities.

The Department of Planning, Transport and Infrastructure is also proud to be associated with the Jacob’s Creek Tour Down Under by being naming sponsor of the “Share the Road” Young Riders Jersey Competition, for the best rider under 23 years of age. Sponsorship of the event has occurred via the ‘Share The Road’ Campaign from 2000 through to 2005. The sponsorship is designed to raise community awareness in relation to the rights and responsibilities of all road users as they relate to cycling. The “Share The Road” Young Riders Jersey sponsorship will continue in 2006 and beyond. The Department also launched an updated Share the Road media campaign in July 2005.

Advertising Objectives:

The objectives of the campaign are to:

Encourage motorists and cyclists to respect each other and practice safe road behaviour.
Educate motorists and cyclists about the road rules and their legal responsibilities when sharing the road.
Educate motorists and cyclists that cyclists are legitimate road users.

Target Audience:

The primary audience for communication activities associated with this project include:

South Australian 16 years +
South Australian road users

Motorists
Motorcyclists
Heavy vehicle drivers (bus/truck)
Passenger transport drivers
Cyclists
Pedestrians

Timing:

The television and radio commercials aired from 17 th July 2005 to 31 st July 2005.

Print advertisements appeared Saturday 23rd, Sunday 24th and Wednesday 27th July 2005. The bus advertising commenced 17 th July 2005 and will continue to reinforce the cycling safety message throughout August 2005. The campaign material will be used throughout the 2005/06 financial year.

Media Strategies:

The main platform of the campaign was a television commercial focusing on the central ‘Share the Road’ message: both motor vehicles and bicycles are legitimate road users and deserve each other's respect and consideration. Radio supplemented the television commercial by reinforcing the same ‘Share The Road’ message.

Television and Radio:

Messages for metropolitan and regional audiences include:

3 easy steps for Motorists:

All road users need to be responsible and give way in accordance with the Australian Road Rules.
Motorists need to leave adequate space between themselves and cyclists, particularly when overtaking.
All road users need to look out for one another.

1 easy step for cyclists:

Cyclists must obey the Australian Road Rules

Print media:

A single insert of the ‘Share The Road’ print advertisement appeared in TheAdvertiser, Sunday Mail and Messenger newspapers during this period.

Outdoor advertising:

‘Share The Road’ bus advertising complimented the television and radio commercials in look and feel and appeared on bus backs for a four-week period. The selection of buses covered routes north, south, east and west of metropolitan Adelaide.

Campaign – Watch or Listen

View Media

For more information, visit the Department of Planning, Transport and Infrastructure website www.transport.sa.gov.au

Cycling Information http://www.sa.gov.au/subject/Transport,+travel+and+motoring/Cycling/Cycling+maps