Cycle Law Scotland (CLS) was looking for a campaign that would support its desire to see fewer accidents on Scotland’s roads and raise its profile. Indigo put forward the suggestion that they should campaign for a change in legislation on Scotland’s roads. A regime of presumed liability would ensure that cyclists and other non-motorised vulnerable road users involved in road traffic collisions are compensated fairly and quickly, by establishing a hierarchical structure to identify responsibility. Introducing this principle into Scottish civil law would also bring Scotland into line with the rest of Europe and critical if it wished to be seen as serious about being a cycle friendly nation.
It was a brave course to take, but the campaign drew plainly on CLS’s strengths – its passion for cycling, its role as a champion of cyclists and its wealth of legal expertise – and would provide a platform for the firm to demonstrate these to a wider audience.
CLS embraced it fully and the Road Share campaign for vulnerable road users was born. Following an official launch orchestrated by Indigo across TV, radio, press and social media with a constant presence in the Scottish national and local media since, the campaign has raised the debate and won cross party political support. Indigo has helped to drive the campaign using its skills in creating media attractive stories to keep the campaign fresh and alive and through its public affairs team to engage constructively with politicians and other stakeholders.
In March 2015, TV adventurer and round the world cyclist Mark Beaumont, delivered research, presenting the case for presumed liability on Scotland’s roads, to the Scottish Parliament, as Transport Minister Derek McKay comes under increasing pressure from campaign groups, politicians, charities and other solicitors to change the country’s civil laws. http://www.cyclelawscotland.co.uk