Analysing and improving methods of horse and rider safety on roads through campaigns and design experiences

There continues to be a rise in the number of incidents involving horse and rider on the UK roads, sparking an increase in attempts to educate the UK’s car driving public to the presence of horses. Through the analysis and study of different road users andh ow they use the roads individually, campaigns can be created that are tailored to their needs and experiences on the roads.

In this study I combine behavioural theories and horse physiology, to explain factors that increase risk to horse and rider safety using the research-through-design approach. The work created seeks to support those in the event of a dangerous situation, allowing them to be prepared and to provide preventative techniques. The research also creates a foundation for further campaigns to be created that can be tailored to raise awareness about key problem areas and target specific audiences such as car drivers, lorry drivers and cyclists.

By using semi-structured interviews, local police reports and horse and rider safety events, Iam able to assess current campaigns; and the design decisions behind their communications,thus opening them up for further analysis and future development. Drawing from this analysis, I concluded that a new campaign needed to be created to develop and bridge the gaps in the education of the general public in relation to horses and their safety on the roads.

Text removed at author's request 8/9/23 CC