West Midlands Police has changed its tactic when it comes to trying to reduce serious injury and death to cyclists on the region’s roads, saying that prosecuting drivers is more effective than running awareness campaigns.

In a blog published by West Midland Traffic Unit, the service says that many ‘look out’-style awareness campaigns miss their intended audience. It says that the most effective way to make drivers more aware of vulnerable road users, including cyclists, is to prosecute them when they commit an offence, including a ‘close pass’ of cyclists.