While working as a creative and art director at Bright Signals, we worked with Cycling Scotland on a tv and digital campaign to create awareness about the safe space drivers should leave when overtaking a cyclist.

The Highway Code requires drivers to give cyclists at least 1.5m of space when overtaking. Unfortunately, many drivers don’t know or don’t respect the safe distance, often seeing cyclists as a nuisance. The aim for the campaign is not to demonise drivers, but to show that cyclists are people with their own lives, families, hobbies, etc, just like them. Failing to give a cyclist space when overtaking puts these lives at risk.

We took the 1.5m rule as the emotive hook for our campaign, filling the space with a scrapbook of the cyclist’s life, showing what it might happen if drivers ignore that space.

We worked with Forest of Black and director Oscar Sansom to bring the tv ad to life.