More Than a Cyclist AdNozzle Campaign

Our latest More Than a Cyclist activation has taken cycle‑safety messaging directly to the people who need to see it most: drivers at the pump. Over July, our AdNozzle campaign ran across three high‑traffic petrol stations in the Bristol aera, delivering a powerful reminder that every cyclist is a person with a destination, a family, and a life worth protecting.

Adnozzles are uniquely effective because they reach drivers at a moment when their attention is naturally focused. During refuelling, people aren’t endlessly scrolling or navigating traffic, they are paused, stationary, and looking directly at our message.

By placing our campaign visuals in that unavoidable line of sight, the campaign delivered its message with clarity and impact. Few advertising formats can command a driver’s attention so reliably.

Across the three Bristol locations, the campaign achieved:

• 48,000 verified transactions on average Every one of these represents a driver physically holding an adnozzle and seeing our message.

• 432,000 Guaranteed Visual Connections These impressions aren’t estimates, they are built on real behavioural data from forecourt environments. Each connection is a moment where a driver engaged with our safety message.

These figures show how forecourt advertising cuts through the noise. It doesn’t compete with digital clutter or roadside distractions. It speaks directly to drivers in a calm, focused moment and at a time when they’re thinking about being on the road.

Bristol is one of the UK’s most active cycling cities, with thousands of daily riders and a strong culture of active travel. Running this campaign here allowed us to reach drivers in areas where cyclist‑driver interactions are most frequent and where behaviour change can have immediate impact.

We would like to thank NFP, our principal sponsor. Their support has been essential in making this activation possible.