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

 

Also, Loan Interest: Productivity Commission On Tertiary Education

Key recommendations include better quality control; making it easier for students to transfer between courses; abolishing University Entrance; enabling tertiary institutions to own and control their assets; making it easier for new providers to enter the system; and facilitating more and faster innovation by tertiary education providers... More>>

ALSO:

Higher Payments: Wellington Regional Council Becomes A Living Wage Employer

Councillor Sue Kedgley said she was delighted that the Wellington Regional Council unanimously adopted her motion to become a Living Wage employer, making it the first regional council in New Zealand to do so. More>>

ALSO:

Scoop Images:
Dame Patsy Reddy Sworn In As Governor-General

This morning Dame Patsy Reddy was sworn in as the New Zealand Realm’s 21st Governor-General. The ceremony began with a pōwhiri to welcome Dame Patsy and her husband Sir David Gascoigne to Parliament. More>>

ALSO:

Ruataniwha: DOC, Hawke's Bay Council Developer Take Supreme Court Appeal

The Department of Conservation and Hawke's Bay Regional Investment Company (HBRIC) are appealing to the Supreme Court over a conservation land swap which the Court of Appeal halted. More>>

ALSO:

With NZ's Marama Davidson: Women’s Flotilla Leaves Sicily – Heading For Gaza

Women representing 13 countries spanning five continents began their journey yesterday on Zaytouna-Oliva to the shores of Gaza, which has been under blockade since 2007. On board are a Nobel Peace Laureate, three parliamentarians, a decorated US diplomat, journalists, an Olympic athlete, and a physician. A list of the women with their background can be found here. More>>

Gordon Campbell: On The Key Style Of Crisis Management

At Monday’s post Cabinet press conference Key was in his finest wide- eyed “Problem? What problem?” mode. No, there wasn’t really a problem that top MPI officials had been at odds with each other over the meaning of the fisheries policy and how that policy should be pursued... More>>

ALSO:

Mt Roskill: Greens Will Not Stand In Likely Post-Goff By-Election

“The Green Party’s priority is changing the Government in 2017, and as part of that we’ve decided that we won’t stand a candidate in the probable Mt Roskill by-election... This decision shows the Memorandum of Understanding between Labour and the Green Party is working." More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
 
Regional
Search Scoop  
 
 
Powered by Vodafone
NZ independent news