Almost everyone walks and most people, at some time, ride a bike. And yet, around 45,000 cyclists and pedestrians are killed or injured on Britain's roads every year. The driver was found to be at fault in most collisions involving a cyclist and a car. That's the truth. #honesttruth
Drawing on the evidence base of behavioural science, the campaign materials have been developed using key principles and accepted behavioural change techniques. This campaign focuses on reinforcing the social norm that most people wear a seatbelt and the consequences of not wearing one.
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