Healthy Cities Illawarra's 'More than a Cyclist' social campaign aims to make cycling safer by putting a human face to people who ride bicycles.

The campaign features local bike riders, using split photography to combine their 'cyclist' and their ‘human’ persona in one image. Descriptive words are also used to humanise the person.

Kelly Andrews, CEO of Healthy Cities Illawarra, says that cyclists regularly experience aggressive behaviour from motorists, verbal abuse and near misses.

“We want drivers to see the person behind the cyclist and foster attitude and cultural change regarding the shared place of bikes, as a form of transport, developing positive community perceptions of cycling and creating a safe environment for all road users,” Kelly said.

“Active forms of transport such as cycling, walking and other forms of micro-mobility are so important for so many reasons – it helps people achieve their physical activity requirements which is critical for keeping healthy – healthy heart, healthy blood pressure and supports good mental health too.”

Active transport is also critical in reducing greenhouse gas emissions and traffic congestion.

The More Than A Cyclist campaign has been running for two years and is delivering encouraging results.

Surveys in September 2022 and January 2023 showed an improvement in attitudes towards cyclists. In Wave 2, only 37% of participants reported feeling ‘annoyed or angry’ compared to 45% who reported feeling that way in Wave 1.

The campaign has also been effective in reaching its targets, with 45% of participants claiming to recall local media, advertising or posters related to improving the safety of bicycle riders in the Illawarra.

Nearly 60% of those who recalled seeing media related to cyclist safety also remembered the campaign’s name or tagline. Of these, 85% were very accurate in their spontaneous recall.

For more information on Healthy Cities' More Than a Cyclist program, visit the website or watch the 30-second video clip below.