Case Study: A Metre Matters
July 2014
Contact Details
Name:
Sean Sampson
Organisation: Amy Gillett Foundation
Position:
Advocacy Manager
Email:
[email protected]
Website:
www.amygillett.org.au
Case Study Topic
Behaviour change - the Amy Gillett Foundation’s a metre matters campaign
Summary
a metre matters
a metre matters is an Amy Gillett Foundation campaign that targets driver education and the road rules to
create a safe cycling environment in Australia.
Education: safer driver behaviour
Mass communication methods have been used nationally since 2009 to provide a direct, instructive action
to drivers to allow a minimum of a metre when overtaking bicycle riders.
Legislative change: legal protection for bicycle riders
Currently road rules in Australia do not adequately protect bicycle riders. Advocacy through the a metre
matters campaign is leading to amendments to state/territory and national road rules to provide
protection to bicycle riders on the road.
a metre matters is changing behaviour and legislation, actions that are fundamental to protecting bicycle
riders. When every driver gives every bicycle rider enough space when overtaking, there will be fewer
driver-bicycle rider near-misses and collisions, and fewer cyclists will be killed or injured on our roads.
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Case Study Detail
Purpose
The significant contribution of a metre matters is to improve cycling, specifically to improve the safety
of cycling for all bicycle riders.
Launched in November 2009, the message of a metre matters is simple, for drivers to allow a minimum
of one metre when overtaking bicycle riders. To achieve this essential behaviour change, the campaign
is comprised of education and legislative change. The Amy Gillett Foundation is the first organisation in
Australia, in 22 years to successfully champion changes to the road rules nationally specifically to
improve bicycle rider safety.
Positive promotion
a metre matters directly targets driver behaviour to achieve a positive safety outcome for all bike
riders.
The message is clear, direct and instructive with a stylised
graphic message that tells drivers the action they can take
to keep bicycle riders safe (see Figure 1).
In the last four years, the a metre matters messaging has
been displayed; at over 2,000 physical outdoor locations
nationally including billboards and outdoor advertising, on
the sides of TOLL trucks and trucks and buses variously, and
on the back of Europcar’s national fleet of over 12,000
vehicles (see Figure 2 for examples), in thousands of digital
activations, on tens of thousands of items of cycling apparel
and accessories including jerseys, fluoro backpack covers,
stickers and cycling wallets.
Figure 1.
a metre matters logo
A television community service announcement was broadcast during 2010 – 13 on Network Ten, SBS
and Win TV resulting in more than 3,000 repetitions nationally. a metre matters is also currently being
aired as a mainstream radio announcement.
a metre matters is the leading safety message for drivers in the Transport for NSW state-wide driverbike rider safety campaign titled “It’s a Two-way Street”. It is the primary message in numerous 3rd
party and community campaigns.
This clear message of the action drivers can take, starts from a position that bicycle riders are
legitimate road users. The widespread public messaging is a reminder that bicycle riders will be on the
roads, to look out for riders, and to plan to give them space when overtaking.
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Figure 2. Examples of
a metre matters
campaign
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Innovation
Innovative delivery is the key to the success of the a metre matters campaign. Traditional and creative
communication methods have been combined with supportive, and sometimes surprising, industry
relationships (see Figure 3). Partnerships with motoring organisations have been essential to reaching
non-cycling members of the public who may not relate to cycling organisations. Toll trucks with the a
metre matters message are currently driving across Australia and Europcar have attached over 70,000
swing tags to the rear vision mirror of rental cars nationally reaching Australians and international visitors.
Figure 3. Examples of a metre matters industry partners
Long term behaviour change
Both education and enforcement are needed to achieve long term behaviour change. Public education has
been central to a metre matters since 2009, the shift to advocate for legislative change was motivated by
a court finding following the death of a 22 year old bicycle rider, Richard Pollett. Richard was riding his
bicycle when he was hit and killed by a cement truck. The truck driver thought he had enough space to
overtake and was accused of driving dangerously and causing the death of a cyclist. In May 2013, the
Brisbane District Court jury returned a not guilty verdict considering the driver’s behaviour reasonable.
The driver was freed without charge.
The outcome was clear evidence that the existing laws are not enough to keep bicycle riders safe.
To date, the advocacy action has resulted in:
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a trial of the minimum 1 metre overtaking rule in Queensland
the introduction of a Bill into Parliament in South Australia, Victoria and Western Australia
notice of the lodgment of a Bill in NSW Parliament
the ACT Inquiry into Vulnerable Road Users recommending the amendment of the ACT Road Rules
to include overtaking distance legislation
bi-partisan MP endorsement of minimum overtaking distance legislation in Tasmania
a national petition to change the Australian Road Rules that was hand-signed and submitted by
nearly 30,000 Australians.
Figure 4: Richie Porte signing Federal a metre matters petition
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Long term improvements
a metre matters directly addresses that drivers have a central and powerful role in cycling safety.
a metre matters is one part of shifting the public discussion and eventually the longer term perceptions
that cycling is a valid, viable, green, fun, convenient form of active transport that is accessible – and safe.
Cycling safety
Australia is a highly motorised, geographically vast country and it is unlikely that there will be cycling
facilities on, or as an alternative to all roads across the country in the foreseeable future.
Given that physical and economic reality, a metre matters aim to ensure that bicycle riders are protected
by being afforded adequate space when cycling on the road.
Outstanding achievement
The outstanding achievement is the two-year trial of minimum overtaking distance legislation in
Queensland, with the Minister for Transport Minister that commenced in April 2014 in Queensland to
require drivers to leave 1m clearance for bicycle riders in speed zones up to and including 60km/h and
1.5m in speed zones over 60km/h. Offenders will receive a fine and demerit points. The trial is being
supported by an extensive awareness campaign entitled Stay Wider of the Rider.
The announcement follows a Parliamentary Inquiry into Cycling Issues. The Amy Gillett Foundation made a
comprehensive submission to the Inquiry, was a witness at the Committee hearings, an invited participant
in the experts’ roundtable and provided extensive additional advice to Committee staff in preparing their
final report.
Challenges
The greatest challenges of the a metre matters campaign are related to changing the road rules uniformly
across Australia.
Australia has model Australian Road Rules and road rules legislation for six states and two territories.
Implementing change is complex requiring extensive legal expertise. The a metre matters campaign has
benefited enormously from legal experts who have donated their expertise to successfully overcome
these challenges.
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