“Anna is an inspirational South Australian and is passionate about cycling safety so I am pleased we have her on board to spread the cycling safety message,” Mr O’Brien said.
“Adelaide is a great place to ride and popularity is increasing significantly as people became more aware of the health, environmental and financial benefits of cycling.
“Unfortunately cycling-related incidents are an emerging road safety concern as more people take up cycling.
“Since 2000, road crash casualties fell by nearly 30 per cent, whereas cyclist casualties increased by more than 20 per cent.”
Mr O’Brien said the Be Safe, Be Seen campaign has a particular focus on how cyclists can make themselves safer on the road.
“Improving visibility is an effective strategy for reducing collisions, particularly during the day when the majority of cycling crashes occur,” he said.
“Riders need to be aware of the importance of good lighting, fluorescent, reflective and generally light and bright clothing to help increase their safety on the road.
“They should always scan the road ahead, look for turning cars and pedestrians, and never assume they have been seen.
“Drivers also need to play their part and be particularly careful to look for riders whenever they are changing lanes, turning into a side street, or pulling out into traffic.
“Usually a crash occurs because the driver didn’t look for the rider at all. A simple second glance could prevent a crash.”
Ms Meares said she had been riding a bike for most of her life and stayed safe over the years by having the right equipment and maximising her presence on the road.
“My advice is to set bike lights to flash in the day, as well as at night time. The flashing helps draw attention to your position on the road,” Ms Meares said.
“What you wear will get you noticed too. Wearing light and bright clothes helps you stand out from the crowd.
“Motorists also need to be vigilant at all times and regularly check their mirrors for riders who could be travelling alongside their vehicle, and always scan for riders at intersections.
“Cycling is my life, and I want to be riding for years to come. So I take the time to be safe and be seen.”
To coincide with today’s launch it was announced the Santos Tour Down Under’s final stage through the heart of Adelaide will be known as Be Safe, Be Seen MAC Stage 6.
MAC has been supporting the Santos Tour Down Under since 2012 and has secured a new three-year sponsorship of the event from 2014 to 2016.
In 2014, Be Safe, Be Seen MAC Stage 6 will take place on Australia Day, with tens of thousands of fans set to line Adelaide streets as the race is decided along a new inner-city route.
Santos Tour Down Under Race Director Mike Turtur said riders would face a technical fight to the finish on Be Safe, Be Seen MAC Stage 6, with left and right-hand turns into Hutt Street and Bartels Road respectively.
“Australia Day, Be Safe, Be Seen MAC Stage 6 and cricket at Adelaide Oval ensure it will be a very big day in the city,” Mr Turtur said.
“Riders will be kept on their toes until they cross the line and we look forward to the support of local and visiting cycling fans.”
The 2014 Santos Tour Down Under will be held from 19-26 January.
Visit www.tourdownunder.com.au for all the latest news and event updates.
57 fatalities in 2017 86 fatalities in 2016
For more information on road crash statistics go to
The Motor Accident Commission (MAC) has launched a new campaign highlighting the impact of serious road injuries to coincide with the half-way point in the annual road toll.
With 283 serious injuries and 41 fatalities to date* in 2017, road authorities are hopeful for a consecutive record low road toll, but warn that figures can quickly change.
Road Safety Minister Peter Malinauskas said the continued reduction in death and injury on our roads is encouraging, but can change in an instant and we all need to work together to continue to reduce the road toll and rate of serious injuries.
“Every death is one too many, as is every injury. Road safety is about each of us taking responsibility for our behaviour – not sometimes, or most of the time, but every single time we get behind the wheel,” said Mr Malinauskas.
While overall the SA’s road toll is down on this time last year, with a significant decline in serious injuries, down 25%, there has been an increase in motorcycle fatalities with 8 lives lost.
“Sadly, we have seen a spike in motorcycle deaths this year. Motorcyclists are particularly vulnerable road users and we are continuing to invest in road upgrades and education to improve safety for riders,” said Mr Malinauskas.
The new ‘hidden road toll’ campaign features on a tram wrap and highlights that for every road death, 79 people are injured.
The x-ray like tram wrap aims to expose the unseen side of our road toll, with injuries often overshadowed by fatalities, which only account for a small proportion of the overall trauma on South Australian roads.
MAC Community Engagement Manager, Matt Hanton said while fatalities receive greater attention in the media and road safety reporting, injuries account for the most significant proportion of overall road trauma.
“Every day on our roads, when we make poor decisions behind the wheel we're not just risking death, we're risking disability, brain injury and a painful recovery.
“The consequences of being injured on our roads is under reported and not well recognised by the community,” said Mr Hanton
*The road toll as at 30 June 2017 was 41 fatalities and 283 serious injuries compared to 43 and 379 at this time last year.