Share the road is part of our wider safety strategy to make New Zealand roads a safer place to ride bikes and to promote
To achieve this, our campaign is designed to personalise people cycling so that motorists see them as real people, people just like them or their friends and family, who have as much right to share the road safely. We want drivers to see the person not simply the bike.
Listen here for a sneak preview of our radio ads.
Read more about the campaign here.