After discovering that a staggering 52% of all London cyclists admit to running red lights—with 16% confessing to doing so regularly—e-bike rental company Lime has taken a step to tackle this issue head-on. In response to these statistics, Lime has launched a new, targeted campaign titled ‘Respect the Red’. This cycle safety and education campaign is designed to inspire meaningful and lasting behavioural change among cyclists across the capital.
At its core, the campaign aims to raise awareness that running a red light is not only dangerous but also illegal—a law that surprisingly one in ten Londoners were unaware even existed. In order to promote greater compliance and improve safety for everyone on the roads, Lime is reaching cyclists through a multi-channel approach: on the road, online, and in person. The campaign also includes the launch of a new bespoke training programme, developed in partnership with Cycling UK, set to roll out in August 2025.
On the Road:
To engage with cyclists at the very moment when critical decisions are made, Lime has launched a series of eye-catching ‘Respect the Red’ billboards. These have been strategically placed at some of London’s most high-risk junctions, where cyclist behaviour is under heightened scrutiny. The aim is to prompt a pause, a moment of reflection—to remind riders of the dangers of jumping a red light just as they’re about to make that decision.
If you’re a keen cyclist and want to see the billboards in action, you can spot them at Bow Roundabout, Battersea Park Road, Harleyford Road, Elephant and Castle, Fenchurch Street Station, and Belsize Road. Just keep your eyes peeled—but, of course, not while you’re crossing a junction!
On Social Media:
In a clever blend of humour and nostalgia, Lime has partnered with comedian Josh Berry to grab the attention of people where many spend their time—on social media. The campaign features a witty spoof of the iconic early-2000s “Piracy. It’s a crime” video, bringing the serious message of cycle safety into a familiar, engaging format. This retro-style video is designed to interrupt scrolling habits and make cyclists stop and think before making dangerous choices on the road.
In Real Life:
Beyond digital campaigns and billboard messaging, Lime is going further to create meaningful, real-world change. In partnership with Cycling UK, the e-bike rental company is launching a tailored training programme informed by their new behavioural insights study. This research, conducted by Thinks, focused specifically on London-based cyclists and their attitudes and behaviours when navigating city streets.
The training programme will be accessible nationwide online, and launched through a one-day event on August 9th in Shoreditch, where cyclists can take part in practical, on-bike training sessions aimed at promoting safer riding habits. Each session will include guided rides, with expert instruction on how to cycle legally, confidently, and safely.
By combining data-driven insights with creative outreach and practical training, Lime’s ‘Respect the Red’ campaign is setting a new standard in urban cycling safety, encouraging riders not just to follow the law, but to lead the way in responsible cycling behaviour.
