IOC were online for the virtual TfL road safety two wheel campaign. Lizzie van Nooten hosted a TfL virtual to launch the capital's Transport for London rider campaign. Lizzie explained around 950 accidents for cyclists in London last year. It seems a tall order to achieve zero, but TfL are working towards Vision Zero - no accidents. Zero KSIs by 2041. To that end they are launching their latest TV radio and poster awareness campaign to drive two wheel safety. There has been extensive feedback on the campaign design, the headline message has been ‘Drivers think riders come out of nowhere!’ Clearly riders are smaller and harder to see.

Lizzie expanded - the campaign will focus on looking for riders, there will be radio, TV and poster campaigns. TfL are also asking for stakeholder support to reach the biggest audience and make the biggest impact. The campaign looks set to showcase vulnerable two wheelers and delivers high impact accident scenes.