CorpComms Magazine

Insurance comparison site Confused.com is running a new campaign to highlight growing safety concerns on Britain's roads.

As part of the campaign the company has released research into the attitudes of drivers and cyclists and encouraged road users to report incidents of 'road rage' on an interactive map hosted on its site. Early indications from the incidents reported reveal Edinburgh as a rage hotspot.

The firm has also released research which reveals frequent strife between cyclists and motorists as more UK cyclists take to the road. Among the findings are that 65 per cent of cyclists said they feel less safe than they did a year ago and 34 per cent say they have been a victim of road rage.

According to the survey of a thousand motorists and a thousand cyclists, drivers want cyclists to be more accountable on the roads, with 14 percent of drivers wanting to see licence plates on bicycles.

Confused.com also says that cyclists and motorists are increasingly turning to social media to vent anger and report incidents of road related anger. There were 2,674 tweets mentioning both 'road rage' and 'cyclist' during the first nine months of this year.

The campaign also includes a video of a driver stepping into a cyclist's shoes for a week.

Reactions to the campaign on social media have so far been mixed, with some critics claiming the research could inflame tensions between cyclists and motorists.

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