"Go wider of the rider."
That's the message from the Isle of Wight Council which is urging greater consideration among drivers sharing the Island's roads with cyclists, motorcyclists and horse riders.
In the past ten years, 103 injury collisions on the Island were the result of motorists passing too close to pedestrians, cyclists and horse riders.
Meanwhile, failing to look properly is the most common cause of cyclist/motorcyclist related collisions by a significant margin.
The 'Go Wider of the Rider' campaign ran in 2016 with the support of CycleWight to raise the profile of vulnerable road users.
It was relaunched earlier this month with back of bus messaging to promote the safe overtaking of cycles, motorcycles and horses.
Lewis Campbell, the council's road safety officer, said:
"The main objective of this campaign is to raise awareness of vulnerable road users, improving road safety for all.
"In particular, we are encouraging motorists to leave plenty of space and be more patient when overtaking the more vulnerable rider.
"We want to promote the message that the highway is not just for cars and also to encourage people to embrace more forms of sustainable transport."
Earlier this year the Highway Code was updated to improve the safety of people walking, cycling and riding horses.
Island cyclists and pedestrians given priority as part of a new Highway Code rules
Cllr Phil Jordan, Cabinet member for transport and infrastructure, said:
"It is important for the safety of Island road users, that due care and attention is heeded, in order to help minimise the potential for road traffic incidents.
"We urge all motorists to adhere to the Highway Code safe passing distances and thank our safe motorists who respect the space of other road users."
More information about the changes to the Highway Code is available on the government website.
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