DoE TV adverts target Northern Ireland cyclists' safety
The Department of Environment is launching a TV advertising campaign solely addressing cyclist safety.
Cyclists are 23 times more likely to be killed or seriously injured on Northern Ireland's roads than car users.
The number of cyclists badly hurt in collisions has almost doubled over the last 10 years, whereas road traffic casualties overall have halved.
The advert aims to get drivers, as well of those on bikes, to take responsibility for cyclists' safety.
DoE director of road safety Ian Greenway said: "There have been cyclists featured in a number of our ads to date, but this is the first time we have done anything on TV specifically around cyclists.
"That's because of these rising trends, but also around half of the collisions involving cyclists that cause casualties are caused by the cyclists and around half are caused by drivers.
"So it's important we get the message to both user groups that, as DoE says, we need to respect everyone's journeys and understand each other's needs and requirements."