In the bicycle advocacy world, I am a traffic safety advocate as opposed to a participation advocate.
Participation advocate: A person whose primary goal is increasing the number of people who ride bicycles (aka. mode share). A participation advocate’s primary measure of success in advocacy is increased mode share.
Traffic safety advocate: A person whose primary goal is teaching and encouraging those who ride bicycles to drive their bicycles in traffic as traffic. A traffic safety advocate’s primary measure of success in advocacy is change in bicyclists’ behaviors.
Obviously, there are many advocates who cross this dichotomy and many others who would reject the dichotomy or offer other dichotomies. I point out this dichotomy because I like it, and I fall squarely on the traffic safety side of things. I do not care if another person takes up bicycling. I care that the ones already on the streets drive safely. If mode share can be increased in ways that promote traffic safety, the rules of safe movement, and proper driving behavior, then that’s wonderful.