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@JonoMarshall
All I can see is the frustration, the movement away from the "shared roads" message, the failure to actually carry through with the threat/messaging and then the negative impact for all Londoners (imagined, or real) with cyclists being seen as the problem/trouble makers?
You should flip the campaign around and present the optimistic utopia of zero-traffic jams (with cycling as the solution), protagonist/pessimist campaigns are proven to fail (unless you change the messaging last minute to excite/delight people).
For example: "don't drive to work day", experience the thrill of actually moving through traffic for a change, enjoy the extra hour (or more) to your day, no more road rage, start the day in a relaxed manner, etc.
But at the end of the day, I think commuting time (clear roads) is just one positive aspect of cycling and actually isn't as compelling (on an individual level) as the bigger picture: exercise, save money, etc.
The secondary point of highlighting to drivers that cyclists are "the good guys" is pissing in the wind... people need to work that out for themselves (over time), you cannot create messages from one "tribe" to another and hope that they see the light, it's too easily dismissed. You also should aim to break down the tribal mentality in my opinion as it's far more productive to highlight that cyclists are motorists too (and vice versa) and in that way we can move forwards with the "shared roads" message (this is already happening in my opinion and is working wonders).