Catalysed by the recent tragic deaths of four young women cycling in Oxford, our ambitious campaign aims to eliminate road deaths and serious injuries of people walking, wheeling and cycling in Oxford by 2030. This campaign adopts the Vision Zero approach, an international road safety movement.
Within the last three years four young women died while cycling in Oxford, all killed by left turning heavy goods vehicles. Oxford's roads have become increasingly congested over the past 20 years and while the number of deaths and serious injuries of people in cars has dropped, those of people walking and cycling remains stubbornly high. The perception of road danger prevents many people from getting on their bikes, missing out on the huge health benefits of travelling actively.
The tragic recent deaths of four young women in Oxford while cycling weren’t the result of ‘accidents’ that can be improved by piecemeal interventions delivered by a system that prioritises car culture. Ensuring other families aren’t left heartbroken and grieving requires an overhaul of how we perceive and deliver movement on our roads. Vision Zero can harness disparate communities behind a radical agenda, shifting the narrative from loss of car drivers’ freedoms to the protection of people.