A tongue in cheek campaign that sees ‘Except Cyclists’ signs dotted around the places vehicles can’t enter (ie: dead end zones)  in order to promote cyclists presence. ‘Expect Cyclists’ signs would then be put in areas where these dead zones end, reminding motorists of their presence.

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The Except/Expect Cycles concept barrier here was to create more awareness around cyclists, giving them the same status as car drivers, as well as highlighting new cycle routes for people to explore.