I think the critical bit that UK Highways needs to listen to is: “Many countries have seen a considerable drop in traffic injuries and deaths since roughly the 1970s. Reasons were the introduction of seatbelts, drunk-driving laws, helmet laws for motorcyclists and mopeds, car cages and airbags. But in the Netherlands there also was a dramatic drop in injuries and deaths of the most vulnerable road users: cyclists and pedestrians. Traffic researches attribute this difference to the introduction of Sustainable Safety.”
Sustainable Safety (“Duurzaam veilig” in Dutch) is the name of the Dutch approach to achieve a better road safety. This policy is lesser known than ‘strict liability‘ and underestimated. Where strict liability is a cure after something went wrong, sustainable safety does much more and at a different time. The main objectives of this vision are preventing severe crashes and (almost) eliminating severe injuries when crashes do occur. It was introduced and quickly adopted by all road managers in 1992 and has since been very successful. In 2005 it was revised and extended. The approach began with establishing that the road system was inherently unsafe. The goal was to fundamentally change the system by taking a person as a yardstick. The guidelines for design were to be the physical vulnerability of a person, but also what a person can and wants to do (humans make mistakes…
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Walk Ride Bath 
Not many wearing helmets are there!!!
Rob
Kind regards
Cllr Rob Appleyard, Promoting and supporting Lambridge.
Members Advocate for the Vulnerable.
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I’m just going to leave this here for you to read http://cyclingfallacies.com/en/29/people-should-wear-helmets-when-cycling
[…] are big big issues in the design which have not considered sustainable safety. I mean serious omissions. Highways have ‘baked in’ infrastructure that encourages […]