Page 35 - Operation Lifesaver Estonia Annual Report 2011

Railway Safety in Estonia - 33 - Annual Report 2011
between 30 and 40 years of age, although there ware also
contestants from all the other age groups – the youngest
being 10 and the oldest 79 years old.
This cooperation project with OLE was quite unique for
Aerobike Cycling Agency. We have cooperated before
with several companies in introducing products or
services to our contestants but we had no experience
in linking our competitions with social campaigns. As
the chief organiser of the competitions, I am really glad
that we found such way for quenching the thirst of our
contestants. Providing refreshment to tired recreational
sportsmen can offer much more than purely commercial
approach. It also leaves the bicyclists with a positive and
caring feeling.
We cannot expect that the behavioural pattern of
people crossing railways changes quickly and this is not
something we can achieve during one year. Nevertheless,
the survey carried out after the competitions season
showed that the majority of the contestants remembered
the label on the water bottles. I am certain that if we
continue with similar activities then the behaviour of
road users can be changed.