Visibility – to be seen or not being seen – that is the difference

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Lotta Cederfeldt

With the visibility campaign: IF YOU ARE VISIBLE YOU EXIST the City of Malmö wants the cyclists and pedestrians to pay attention to that they are not to be seen if they don´t use reflectors and/or lamps in the dark. One week in early November for the last three years, the campaign has been conducted in terms of activities in the central parts of Malmö, in various cycle routes as well as newspaper advertisements, billboards and cinema advertising.Evaluation shows that more than 70% of citizens felt that it was a good and credible campaign and it brought up an important topic. 40% said that they were affected by the campaign to use reflectors more often. More than 90% said that it´s a good thing that the city of Malmo conducts campaigns concerning road safety and traffic rules.One thing that shows that the campaign is appreciated is the popularity of the reflector vests that are handed out to cyclists. With the message on the back: IF YOU ARE VISIBLE YOU EXIST, you see cyclists wear these vests a lot in Malmö.

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