Local Govt | National News Video | Parliament Headlines | Politics Headlines | Search

 


Cycling ad campaign won’t work, says campaigner

Cycling ad campaign won’t work, says campaigner

The government’s $400,000 ad campaign aimed at reducing cycle deaths is a waste of money, says the car review website dogandlemon.com

Editor Clive Matthew-Wilson, who is an outspoken road safety campaigner, says:

“Let me be perfectly clear: almost every credible study ever done has concluded that road safety ads don’t work.”

The highly respected American Institute for Highway Safety collated the results of 30 years of scientific studies of the effectiveness of road safety advertising, and concluded:

“Research indicates that education has no effect, or only a very limited effect, on habits like staying within speed limits, heeding stop signs, and using safety belts.”

“[Until you check out the facts,] who can argue against the benefits of education or training?” asks Institute chief scientist Allan Williams. “But when good scientific evaluations are undertaken, most of the driver improvement programs based on education or persuasion alone are found not to work.”

Dr Terry Macpherson, a lecturer in marketing at Massey University, agrees.

“Advertising is a great way of getting people to do what they already want to do, such as buy hamburgers. However, ads telling people not to do something generally only work if the person watching the ad is already on your side. An example is anti drug campaigns for teenagers, which have been running for decades. On paper, they make perfect sense. In the real world, most studies show they make little or no difference at all.” 

Matthew-Wilson says the biggest tragedy about ad campaigns such as the one the government is running, is that they give the illusion that something is being done about the problem, when, often, it’s not.

“Cyclists are among the most vulnerable of road users. Every single one of my friends who cycle regularly has had a potentially-fatal clash with a motor vehicle.”

“The only real way to protect cyclists from this carnage is to separate them from motorists. Cycle lanes are a good start, but ultimately, there needs to be a physical barrier between cyclists and car users, so the two can’t collide.”

Matthew-Wilson says the major problem is that road planners tend to see cyclists as a nuisance rather than legitimate road users.

“Road planners tend to see the road as a pipe: the more vehicles you fit through the pipe, the better. However, this sort of road planning inevitably causes competition between motorists and cyclists. The end result is multiple deaths, countless injuries, and a population that is increasingly scared to ride bicycles on public roads.”

“It’s time for the government to stop treating cyclists as a nuisance and instead to start treating cyclists as valued citizens who ease congestion, reduce pollution and save fuel. Apart from the weather, the main downside to cycling is the road conditions that the cyclists have to endure.”

ENDS

© Scoop Media

 
 
 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

Gordon Campbell:
On The Northland By-Election

Supposedly, Winston Peters’ victory in Northland has exposed the simmering dissatisfaction with the government that exists out in the provinces. Yet it remains to be seen whether this defeat will have much significance – and not simply because if and when Labour resumes business as usual in the Northland seat at the next election, Peters’ hold on it could simply evaporate.

On Saturday, National’s electorate vote declined by 7,000 votes, as the 9,000 majority it won last September turned into a 4,000 vote deficit – mainly because Labour supporters followed the nod and wink given by Labour leader Andrew Little, and voted tactically for Peters. In the process, Labour’s vote went down from nearly 9,000 votes six months ago, to only 1,315 on Saturday. More>>

 

PARLIAMENT TODAY:

Gordon Campbell: On A Funeral In Asia, The Northland By-Election, And News Priorities

Supposedly, New Zealand’s destiny lies in Asia, and that was one of Foreign Minister Murray McCully’s rationales for his bungled reforms at MFAT. OK. So, if that’s the case why didn’t Prime Minister John Key attend the state funeral on Sunday of Singapore’s founding leader Lee Kuan Yew? More>>

ALSO:

Werewolf Satire: Not Flag-Waving; Flag-Drowning

The panel choosing the flag options has no visual artists at all. Now, I’ve kerned the odd ligature in my time and I know my recto from my French curve so I thought I’d offer a few suggestions before they get past their depth. More>>

ALSO:

IPCA Reports: Significant Problems In Police Custody

In releasing two reports today, the Independent Police Conduct Authority has highlighted a number of significant problems with the way in which Police deal with people who are detained in Police cells. More>>

ALSO:

Inspector-General of Intelligence and Security: Inquiry Into GCSB Pacific Allegations

The complaints follow recent public allegations about GCSB activities. The complaints, and these public allegations, raise wider questions regarding the collection, retention and sharing of communications data. More>>

ALSO:

TPPA Investment Leak: "NZ Surrender To US" On Corporates Suing Governments

Professor Jane Kelsey: ‘As anticipated, the deal gives foreign investors from the TPPA countries special rights, and the power to sue the government in private offshore tribunals for massive damages if new laws, or even court decisions, significantly affected their bottom line’. More>>

ALSO:

Werewolf: The Myth Of Steven Joyce

Gordon Campbell: The myth of competence that’s been woven around Steven Joyce – the Key government’s “Minister of Everything” and “Mr Fixit” – has been disseminated from high-rises to hamlets, across the country... More>>

ALSO:

RMTU: No Public Submissions On International Government Procurement Deal

“The government is preparing to assent to the Government Procurement Agreement, a World Trade Organisation Treaty which opens up New Zealand Government contracts to foreign companies and closes the door on local businesses and their workers. However the Foreign Affairs, Defence and Trade Select Committee is refusing to take public submissions on the decision.” More>>

ALSO:

Gordon Campbell:
On Pacific Spying

So New Zealand spied on its friends and allies in the Pacific – and has not only been passing on the results to the NSA, but has apparently passed on the details of the Pacific’s relations with Taiwan to our other best friends, the Chinese. On the side, the Key government has also been using the security services to gauge the chances of Trade Minister Tim Groser landing the top job at the WTO... More>>

ALSO:

State Housing Transfer: Salvation Army Opts Out

The Salvation Army has decided against negotiating with Government for the transfer of Housing New Zealand stock.
More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Regional
Search Scoop  
 
 
Powered by Vodafone
NZ independent news