Transport for London, 9 MARCH 2010, London.gov.uk

London's Cycle Safety Action Plan unveiled as the capital gears up for a year of cycling
New, powerful cycle safety advertising campaign launches this week 
Londoners urged to sign up for TfL-funded cycle training through their local borough councils 
The Mayor and Transport for London (TfL) have today published a major plan of action to improve the safety of cyclists in the Capital.  The initiative coincides with the launch of an edgy TfL cycle safety advertising campaign on television and in cinemas across London.

A new advert will be shown in primetime slots on ITV1, Channel 4 and FIVE that focuses on a bank heist where as the robbers rush to get away a cyclist pays a heavy price. The advert appeals to drivers to look out for cyclists using the message: the more you look out for something, the more obvious it becomes. It can be viewed online at www.dothetest.co.uk, which also hosts TfL's other innovative cycle safety adverts such as the clever Cluedo-style 'whodunnit'.

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Cycle Revolution - Cycle Safety Action Plan

Transport for London, 2010

Safety is right at the forefront of our revolution and the Mayor‟s Cycle Safety Action Plan sits at the heart of everything we are doing. It has a clear aim of identifying the challenges to improving cycle safety, analysing how best they can be addressed and describing the actions that will be carried out to improve cyclists‟ safety.