Ride right

Abstract

Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to reduce the frequency of rule-breaking and eventually increase the safety of cyclists on the road by targeting the knowledge, attitude, and behaviour levels of cyclists. The team chose to execute the campaign in an engaging and fun manner to increase understanding of traffic rules and their importance through Ride Right’s social media pages and the rideright.sg website. The team also organised a Christmas-themed GPS art event on Strava - Ride with Rudolph - to provide the target audience with a platform to enact safe cycling behaviour. The campaign successfully increased knowledge and behaviour scores by 17.7% and 3.41% respectively. Additionally, the campaign also achieved a positive achievement index of 10 out of 16 of its output objectives.