Stay wider of the rider campaign goes far and wide

Overview

Action 3.1 – Deliver refreshed Stay Wider of Every Rider social media posts to continue to educate motor vehicle drivers on minimum passing distances for bicycles.

Lead agency: Department of Transport and Main Roads

Status: Complete

Achievements

Our ‘Stay Wider of the Rider’ campaign significantly raised awareness and encouraged vital discussions on bicycle rider safety. It also provided valuable insights for future initiatives. The success of the campaign was through:

• Reddit ads
• YouTube videos
• Facebook
• Instagram

The campaign ran from 13 May 2024 to 24 June 2024. In that time, it generated 4,868 clicks to the StreetSmarts website. Reddit ads generated 592,583 impressions during the campaign. These impressions directly led to 1,434 clicks to the website. Campaign videos were viewed in their entirety over 100,000 times, largely on YouTube, and engagement with Facebook and Instagram static posts were highly effective in generating clicks.

In total, the social media campaign reached over 1 million people. The response and engagement from the community was robust. The campaign succeeded in fostering important discussions about road safety. The strong message from the community was the need for both bicycle riders and drivers to adhere to road safety rules.

Next steps

We will continue to engage with the community through programs designed to educate:

• drivers on the importance of maintaining safe passing distances
• promoting bicycle rider safety.