4.3 Education

Education through publicity successfully affects attitude and behaviour but, for it to be truly effective, it must be:

• Research and data led. Analyse the physical and psychological factors leading to collisions and devise valid counter-measures.
• Carefully targeted at its audience. Rider consultation and negotiation will help to ensure that content is appropriate. The target audience may include other road users.
• Welcomed by that audience. It must be meaningful to its audience and contain specific advice or benefits; general warnings to ‘ride safely’ are meaningless as most riders think that they are already riding well.
• Evaluated in order to measure its effectiveness.