BROMSGROVE'S Olympic cycling hero Jessica Varnish has launched the second phase of a campaign urging motorists to be considerate towards cyclists on the road.

Figures from the Department for Transport show that the number of cyclist casualties on the roads is increasing and to help raise awareness of cycle safety, the second phase of the 'What Matters Most' campaign is highlighting the many distractions that can cause drivers to fail to fully concentrate on the road.

It also looks at errors of judgement that some cyclists may make which means they are not as safe as they could be.

Jessica said: “I love the ‘What Matters Most’ campaign and hope that other cyclists will spread the word. I do ride on the roads myself occasionally, so I appreciate the importance of the campaign messages."

Vicki Bristow, communications manager for Warwickshire Police and West Mercia Police Safer Roads Partnership added: “Many vehicles on the road today now have hi-tech entertainment systems, satellite navigation, hands-free kits and places for food or drinks so it’s not surprising that drivers find it very easy to become distracted.

“Cyclists also have a part to play in ensuring they are using the road as safely as possible. Rider distraction and failing to look properly often feature in the statistics."

Anyone wanting to get involved in the campaign or to download a free poster can do so at, where they can also find information and advice for drivers and cyclists to help improve understanding of road safety.