The secret to any educational program is to get 'em when they're young. In the late '50s in Toronto we used to get our friendly local constable around to our school to give our bikes a safety inspection and give a chat on the rules of the road. It was explained that good cyclists became good drivers, a lesson that stuck with most of us because we all wanted to eventually get a driver's license. I realise that this is difficult in this day and age because most parents wont let their kids ride to school and that half of the bikes would be nicked before recess but still, is there not a variation on this theme that might work?