The Behavioural Architects and MBA challenge motorists’ misperceptions of cyclists and promote ‘street harmony’

Behavioural science insight consultancy The Behavioural Architects has released the results of a campaign independently organised to challenge motorists’ negative views of cyclists on the road.
Many motorists believe that the majority of cyclists jump red lights, while research indicates it is the minority. Working in collaboration with independent agency MBA, The Behavioural Architects created a visually-led campaign that aimed to alter this misconception and enforce positive road cyclist