A MAJOR campaign - to make the roads safer for cyclists - will be targeting key routes around Solihull.
The ‘What Matters Most’ initiative, aims to highlight the distractions that can cause drivers to make mistakes and put cyclists in danger.
Locally there will be an emphasis on the busiest roads around Solihull, Knowle, Dorridge, Balsall Common and Meriden.
Councillor Ted Richards, cabinet member for transport and highways, said: “Drivers are often at fault when involved in a collision with a cyclist and a frequent problem is - simply - a failure to look properly and to plan ahead.
“A significant proportion of collisions occur when someone makes a simple error or a poor decision just before impact.
“How guilty would anyone feel if they caused serious injury or loss of life, only because they glanced at a text, failed to look properly at a junction, or grabbed a sandwich on the move?”
Local statistics suggest that the greatest number of cycling collisions occur on arterial routes, with 30mph speed limits, in urban environments. They are also more frequent in rush hour traffic, but particularly between 4pm and 8pm on week days.
Find out more about the campaign at www.whatmattersmost.org.uk