What Mattters Most... Seeing the Cyclist

What Matters Most is a new publicity campaign focusing on the needs, concerns and safety of cyclists.

The campaign highlights the many distractions that can lead to drivers failing to concentrate fully on the road ahead and other road users. The aim of the campaign is to enable all road users to gain a greater appreciation of each other’s habits, obligations, and needs on the road.

The campaign website and social media will provide extensive information and advice for drivers and cyclists. See their tips section for 'What cyclists want drivers to know and 'What drivers want cyclists to know'.


Tim Philpot, chair of Road Safety GB Mercia (Midlands, England) the team behind the campaign, said:

“Many modern vehicles have satellite navigation, air conditioning, electronically adjustable settings for everything and an entertainment system as sophisticated as anything at home. Add to this a mobile phone, drinks, snacks and other paraphernalia in the vehicle and it is hardly surprising that drivers allow themselves to be distracted.

Everyone should be concentrating on the road, other traffic, and people around them.
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?”

The campaign is endorsed by the national cycling charity, CTC. For more information see the What Matters Most campaign website.