Riders asked to support campaign to 'humanise' cyclists

The Amy Gillett Foundation is looking to raise $500,000 over the next eight weeks to fund a major media campaign with the aim of 'humanising' bike riders to motor vehicle drivers.

Amy Gillett CEO Tracey Gaudry said "For too long, bike riders who are killed or injured have been faceless statistics. If drivers really understood that bike riders are people - people they may even know - it would be harder to overlook them.

"That's why the new bike safety campaign strives to humanise bike riders. And to ensure the campaign gets talked about, there will be famous faces involved… Watch this space."

If two per cent of the countries three million bike riders made a donation the campaign, which will primarily target male drivers aged between 16 and 24, it would become a reality this summer.

The Amy Gillett Foundation has been inspired by the life of athlete Amy Gillett, and its mission is safe bicycling on our roads. The foundation's vision is zero bike-related fatalities. Its previous campaign, "A Metre Matters" reached over 3 million Australians.

"We've educated over 50,000 L plate drivers about the road rules concerning bicyclists and we believe that, with your support, our next campaign will be even more successful," said Ms Gaudry.

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