From the cab - a HGV drivers view

There has to be a major awareness campaign that makes cyclists equal in the minds of other road users.

An awareness campaign would have to reach far more people than just 'traditional road users', but be targeted at anyone who at any point has interaction with the road. Even the police (in many cases), pedestrians and cyclists themselves need to accept cyclists as real road users, leading to better sharing of the roads and an improved mindset when dealing with cyclists in general.

In any case, money is being spent on shite adverts about bank robberies and on slapping some blue paint across some bike lanes, when it could be spent on making everyone aware of the rights and responsibilities when sharing the road with a variety of foot and wheel traffic. Targeted campaigns (such as those for HGV drivers or reminding car drivers to look out for cyclists when pulling out of parking) are genuine efforts, but will have little effect when only a very small amount of people who use Londons roads daily consider bikes to be 'real' road traffic.