Elsewhere, the phrase "Share the Road" has become a normal part of everyday language, used to convey a sense of mutual respect amongst road users.

In the UK, we now have a chance to spread the word using fresh, coherent new branding.

We plan to see the Share the Road message on bikes, cars, buses and taxis, and to be featured in advertising by the motor manufacturers, as well as oil companies, car rental suppliers, insurers, and of course the bicycle trade.

Public bodies and NGOs can also play a major role by endorsing Share the Road principles.