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Queensland Share the Road Campaign (Australia)

The ‘Share the Road’ campaign was implemented in Queensland in 2000. It aimed to teach motorists and cyclists how to share the road safely.  This was the first major Queensland Transport campaign to focus on improving relations between cyclists and motorists.

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.

Additional campaign elements included:

In August 2000, an evaluation of the campaign found that around 85 per cent of people who saw the television commercial agreed that it made them feel they should leave more room for cyclists on the road when they are driving. Four in five people agreed the ad made them feel they should check for cyclists when driving. Similarly, four in five people endorsed the position that the ad made them feel they should give way to cyclists when driving. Around 65 per cent of respondents agreed with the statement ‘since the ad I have made more of an effort to check for cyclists when I am driving’.

The attachment below links to a PDF of the campaign evaluation report.

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