A NEW safety campaign for cyclists is hoping to make an impact on roads around Redditch, Bromsgrove and Droitwich.

The ‘What Matters Most’ campaign, which has been organised by the Safer Roads Partnership in West Mercia, is aiming to focus drivers’ attention on cyclists by highlighting some of the distractions faced by drivers, that can prevent them from concentrating and lead to accidents involving cyclists.

Vicki Bristow, communications manager at the Safer Roads Partnership, said: “A significant proportion of collisions occur when someone makes a simple error or a poor decision just before impact. How guilty would anyone feel if they caused serious injury or loss of life, only because they glanced at a text, failed to look properly at a junction, or grabbed a sandwich on the move? On today’s busy roads, the centre of attention should just be drivers driving safely and cyclists riding safely.”

The campaign is using van carrying giant posters travelling on key routes in Droitwich, Bromsgrove, and Redditch over the coming weeks, in the hope of being seen by a significant number of road users in the area. People can also visit the campaign website at whatmattersmost.org.uk.

The campaign has also been endorsed by the national cycling charity the Cyclists Touring Club (CTC).

Professor David Cox OBE, chair of CTC, added: “With an increasing number of cyclists on our roads, it is crucial that drivers see them early, take extra care when passing and remain particularly vigilant at junctions. CTC is delighted to be associated with the What Matters Most campaign and hope it will nurture better understanding, highlight cycling issues and ultimately, save lives.”