The premise is a fallacy. Cyclists and walkers are not a risk to themselves. In most cases, they are not dying spontaneously from their behavior. The deaths are caused by external factors, primarily inattentive drivers.
It's funny that you mention babies dying of SIDS - it's not the babies that are placing themselves face down, it's the mothers who are doing it. That's why money is not spent teaching babies not to lie face down - it's spent educating people who are the cause of the problem.
Likewise, money should be spent addressing the root causes of cyclist and pedestrian deaths - by educating drivers to share the road and by improving infrastructure to allow cycling, walking, and driving to coexist safely.
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