Fleet managers across the UK should ensure their drivers are aware of the danger they pose to vulnerable road users like cyclists.

The government has launched a new road safety campaign under its Think! initiative, with motorists in Manchester, Birmingham, Bristol, Leeds and Cambridge being targeted for a concerted push for greater awareness of bike safety.

According to figures recently published by the Department for Transport, a total of 118 cyclists were killed on the UK's roads in 2012 – a ten per cent increase from the previous year.

These five key English cities were chosen by the government to host this latest road safety awareness drive as they are the main urban areas outside of London that have seen the highest incidence rates for road traffic accidents involving cyclists in recent years.

Other measures being introduced by ministers to help pre-empt the issue of a future upturn in the number of accidents involving vulnerable groups on the UK's roads include the rollout of more 20 mph zones, as well as the installation of more Trixi mirrors to help eliminate blind spots at junctions.

Roads minister Robert Goodwill commented on the launch of the new scheme: "The UK has some of the safest roads in the world, but a number of cyclists are still killed or seriously injured every year and we are determined to tackle this.

"This campaign aims to make motorists aware of the need to look out for cyclists, ensuring they take extra care when turning at junctions, for example, and encourages cyclists to think about the dangers that they could be unaware of when they are riding."

Launched on Monday (October 21st), the new Think! campaign will run for four weeks and see billboards highlighting reminders to all road users over cyclist safety erected across the country.

Drivers are being reminded of the need to check their wing mirrors before opening doors on to the road, as well as keeping their eyes peeled for cyclists when emerging from or turning into junctions.

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