BWM’s “I Share the Road” Campaign

Bike Walk Mississippi’s “I Share the Road” Campaign

The “I Share the Road” campaign is tailored to target motorists, cyclists and pedestrians. Through this campaign, Bike Walk Mississippi and it’s members seek to increase education among the general public and to assist law enforcement officials.

Bike Walk Mississippi believes that the “Share the Road” concept should be addressed from an inclusive and participatory perspective, encouraging a mutual respect from all users of the road. We believe in focusing on the positive and encouraging a concept that many Mississippians pride themselves on: Southern Hospitality. We know that Mississippians are proud of the fact that each resident can play an active role in being hospitable and welcoming to each other. We want to encourage a sense of good-will and friendliness to our fellow citizen and want to be seen as a state that welcomes visitors. The “I Share the Road” campaign will encourage our community to go beyond simply giving proper passing distance to bicyclists. It encourages a welcoming and hospitable mentality shift on the part of everyone on the road. We invite everyone to proclaim with pride, “I Share the Road!”

Campaign Objectives

Increased Safety

To get more cyclists on the road.
- Safety is a current concern for existing and potential cyclists. We will also remind potential cyclists that there is safety in numbers.
To decrease “buzzing” and harassment of cyclists

Education

To educate all citizens about the existence of the 3 foot law and its enforcement.
- This includes partnering with Driver’s Ed programs, Schools & other safety programs.
To educate cyclists about proper safety and 3 feet responsibilities.
To educate motorist about the law’s two-sided responsibility and enforcement components.

Enforcement

To assist and educate law enforcement officials statewide
We will partner with other statewide initiatives, communities and public officials.
- We will assist with continuing efforts to promote the 3 feet law throughout the state.

Improved relationships and increased respect between motorists, bicyclists and pedestrians

We will make a direct appeal to each group, encouraging mutual respect.
We will personalize and humanize cyclists and will incorporate an emotional appeal.
We want to make Bicycling (and walking) look like a mainstream, ordinary and legitimate mode of transportation. We want to change the mentality of motorists to include and accept all forms of transportation.
We will make a concerted effort to integrate ALL parts of the community. This will include: Urban
, Rural, Low-income, teenage drivers, children, pedestrians and the general public.

Delivery of an easy to understand message:

We will deliver a comprehensive message to a wide range and large number of people.

To make promotional materials for our campaign easily accessible to all citizens.
We will integrate the use of Print and social media providing a variety of avenues of education.

*These goals were developed in part from “Best Practices for Safety campaigns” by: Bikes Belong.

Target audiences

Mississippi motorists.
- Rural focus
- Urban focus
Mississippi cyclists (Active bicyclists already riding on Mississippi’s roads)
Potential cyclists (Those afraid to ride based on safety concerns)
Pedestrians (and Runners).
New drivers (Driver’s Education Curriculum)
Aggressive drivers (Driver’s Safety School Curriculum)

Other Targets:

Potential “Message Spreading” Partners:

Healthy Task Force in Tupelo
Bicycle Clubs and advocate groups throughout the state
Bicycle Shops-distribute stickers and information
Public officials in cities already promoting “3 feet”
MS Department of Transportation
MS Department of Public Safety
MS Department of Public Health
Driver’s Education & Department of Motor Vehicles
Blue Cross/Blue Shield of MS & Hospitals
Family & friends of cyclists in Memoriam (Frerer’s, Hageman’s, etc.)
Individuals who played an active role in passing the 3 feet law in MS:
- Senators: Chairman King, Sen. Hewes, Sen. Dearing
- House Reps: Barker, Bell, Jones, McGee, Rogers, Johnson & Turner

Target Areas:

MS “most traveled” roads (bicycles & motorists) to insure highest visibility for campaign
Roads where high profile bicycle/car accidents have occurred in the past.
- Roads with identified highest number of bicycle/car incidents
Major subsections of the state (North/South/Central/East/West)
Low hanging fruit:
- Areas of the state already promoting 3 feet. (Tupelo, Hernando, Oxford, Ridgeland, Gulf Coast, etc.) This also allows us to build partnerships.
- Key Active Bicycle Advocates
Areas of the state least likely to produce their own 3 feet awareness campaigns.

Campaign strategies:

Promotional Materials

Posters

Posters will be hung in the windows of participating: (throughout the entire state of MS)

Gas stations (Motorist appeal)
Bicycle Shops (Cyclists appeal)
Businesses (make a list of supportive businesses)
Music Venues/Bars/Restaurants
MS Truckers Association
Win Job Centers (and other public service buildings)

Stickers

“Share the Road” and “3 Feet, It’s the Law”stickers will be printed and distributed to: (with explanation letter)

All current Bike Walk MS members
Presidents of all Bike Clubs in the state
All Bike shops and targeted Businesses
Organizers of cycling events statewide
All individuals/interested parties/advocates who request stickers.

T-shirts

“I Bike MS” T-shirts will be printed with the 3 feet message on the back. These will be sold statewide and will be made available through local outlets and through BWM’s website.

Publicity

Print Media

Press releases will be distributed and story ideas will be pitched to journalists to promote the ‘Share the Road’ key messages throughout the campaign. Pitch points will be easily deliverable.

Digital Media: Website & Social Media

Social Media:

The ‘I Share the Road’ campaign will also be integrated through the BWM facebook page allowing for a greater opportunity for updates and appeal. Twitter feed will also point users to more information about the “Share the Road” Campaign.

Youtube will be used to distribute viral videos (PSA and additional created video)*

Online Petition for Vulnerable Users to State Legislature and Governor

Events

Campaign promotional materials will be incorporated into:

Current Cycling, Health & Safety, DOT, and other existing events statewide
BWM will incorporate the “I Share the Road” message through local events.

Television advertising*

BWM will partner with Starkville in Motion to integrate the Share the Road message through its Public Service Announcement.
We will promote this PSA through this website, Youtube and we will provide this PSA to local stations for consideration.

Billboards and Signage

Per MDOT’s interest in promoting the message of bicycle safety, Bike Walk Mississippi has requested that MDOT’s Public Affairs office consider producing PSA’s, billboard and increased signage around the state of Mississippi. *Update: At the request of Bike Walk Mississippi, MDOT has recently released radio ads throughout the State reminding motorists to Share the Road and promoting the John Paul Frerer Bicycle Safety Act/3 Feet Law.*

BWM will assist these efforts by contacting Mayor’s offices (direct mail) and will follow up with city engineers. This direct mail effort will encourage all mayors to consider posting (and funding) 3 feet awareness signage in their own cities.

Education & Enforcement

Share the Road Safety Tips
- BWM will make and distribute a list of Share the Road safety tips.
Driver trainer promotion (MS Safety Services)
- An information sheet will be made that lists ways driver trainers can educate new drivers and those attending ‘safety school’ about sharing the road with cyclists.
- We will work with the MS Truckers Association to target semi-truck drivers.
- Both Public & Private Driver’s Education teachers will be targeted.

Police Chief’s Association

Police Chiefs statewide will be made aware of the new law and will be asked for a commitment/buy-in to promote the enforcement of 3 feet throughout the state.

MS Highway Patrol & Sheriff’s Department

BWM will work with local police, Hwy Patrol & Sheriff’s Departments to assist them in (the best way they desire) & to encourage ‘3 feet’ enforcement.
BWM will do this by providing education providing the proper MS Code/Sections.
If desired, BWM will provide educational hand-out materials to give when writing a bicycle/motorist citation.

General Education/Enforcement
- BWM will work to educate officials and citizens about the 3 step financial penalty that applies to harassment of cyclists.
- BWM will provide educational opportunities for cyclist’s responsibilities including: proper signaling, riding on streets (as opposed to sidewalks), and riding as far to the right as possible, safety concerns, proper lane changes, light requirements, helmets and how to file a proper complaint.

Research, Evaluation and Outcomes:

During the first 6 months of the “I Share the Road” campaign, BWM will conduct a survey as a continued effort to gather research concerning: safety, perception, needs, concerns, and other details concerning motorist/cyclists interaction and relationships. This survey will evaluate:

The increased knowledge and awareness of the 3 feet law
- After seeing the promotional materials, did it make you more aware that you should leave more room for cyclists on the road while driving?
The linkages in improvements to safety & its potential to encourage non-cyclists to ride.
Driver interactions with (and perceptions of) cyclists
- What causes them to move or not over for a cyclist in the road
- Motorists perception concerning cyclist’s legitimate ‘right’ to the road and why
Cyclists feedback on interactions with motorists
- Suggestions on increased relationships
- How often and on which roads are cyclists most likely to be harassed
- Why do they feel that cyclists do not ‘Share the road’

BWM will use these survey results to allow us to identify the campaigns strengths and weaknesses and tailor its message or delivery to lead to future success.