The Herald VW Cycle Tour has joined forces with the Pedal Power Association (PPA) to promote safe cycling on the streets of Nelson Mandela Bay.
According to The Herald's chief marketing officer, Justin Peel, creating a safe cycling environment was critical for both cyclists and motorists alike. "Through this campaign, the PPA is doing a phenomenal job in highlighting this worthy cause. We are extremely proud to be able to partner with and support this worthwhile initiative," said Peel.
An eye-catching 10m billboard had been erected on the corner of Strandfontein Road and La Roche Drive in PE, as well as on the outgoing road towards Uitenhage. The core message of 'Cyclists stay alive at 1.5m' will be reiterated on lamp-pole advertising on major cycling routes throughout the city.
PPA chairman Stephen Hayward said the recommended distance was in line with international best practice. "What we're trying to do is make motorists more aware of cyclists. It's a matter of tolerance; we're not trying to force it down anyone's throat."
Hayward said the Western Cape became the first provincial government to sign it into law in November last year. "They've only given us one metre but that's the first step. That means that anyone who hits a cyclist in that province is now going to face the full wrath of the law."
He said The Herald VW Cycle Tour, which takes place in Addo and Port Elizabeth on 1 and 2 February, provided the ideal platform for launching their national lobbying campaign. "If we can get every province to do what the Western Cape has done, it will go a long way in saving lives. Our plan is to take part in road races in every province and to hold a memorial ride ahead of each race in memory of those cyclists who have died."
He encouraged participants to order their branded cycling shirts from the PPA website to create maximum visibility on race day.
