MAG outlines ‘Welcoming Roads’ vision

The Motorcycle Action Group (MAG) has launched a new vision for road safety, recognising that casualties happen in the ‘imperfect real world’.

‘Welcoming Roads’ promotes safer roads for all road user groups including pedestrians, cyclists, drivers, horse riders and motorcyclists.

For many years, MAG has voiced significant concerns about elements of the Vision Zero brand. It supports aspects of the approach but believes that the ideological goal of zero casualties ‘falls short of the test of pragmatism’.

MAG says its proposal ‘seeks to preserve the successful aspects of VZ whilst shedding unhelpful baggage’.

MAG has created a manifesto detailing the vision, and is distributing it to road safety professionals and stakeholder groups to generate debate.

It says it will welcome any offers to help refine and develop the proposal.

Colin Brown, MAG’s director of campaigns and political engagement, said: “This proposal is not an attack on Vision Zero. Nor do we deny that more needs to be done to improve safety on our roads. The vision to end all road casualties is laudable, but I fear that in the real world it is seen as impractical and unachievable by many.

“Casualties occur in the imperfect real world. Ignoring this obvious fact can lead to a rejection of efforts to improve safety.

“There is much baggage that comes with the ideological aspect of the current Vision Zero mantra. Certainly for many motorcyclists there is a feeling that their safety gets neglected in a rush to promote active transport modes.

“I do not believe this is the intent, but perception is critical – especially when the goal is to change behaviours.”


28 June 2021

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