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

 

PARLIAMENT TODAY:

Labour: Cash For Charter Schools, Mould For State Schools

“Recently released financial statements show the Whangarei charter school He Puna Marama received $3.9 million in government funding to the end of last year. Yet their audited accounts show they only spent $1.4 million on education, leaving almost $2.5 million over two years unaccounted for." More>>

ALSO:

Kiwirail Plans Shift From Electric: National Urged Not To Take Backwards Step

The National Government shouldn’t drag New Zealand backwards by replacing its climate friendly electric trains with carbon-polluting diesel trains, the Green Party said today. More>>

ALSO:

Capital Connection:

Harmful Digital Communication Bill Passes: Focus Must Be On Education

InternetNZ acknowledges the passage of the Harmful Digital Communications Bill into law this afternoon, and says that the sooner the education efforts at the heart of the legislation start, the better... More>>

ALSO:

3-Year Transport Plan: No Plans On Six Northland-Election Bridges

The Transport Authority’s decision to fund only four of the 10 bridges promised in National’s shameless Northland by-election bribe is a huge embarrassment for Transport Minister Simon Bridges, Labour’s Transport spokesperson Phil Twyford says. More>>

ALSO:

Gaza Blockade: Māori TV Crew Returning Safely From Israel

A Māori Television crew will be flown back from Israel after their boat was detained by the Israeli Navy while attempting to break the Gaza blockade. More>>

ALSO:

Family Violence: Increasing Reporting But Fewer Resolutions

“We are aware the Police have embarked on a significant programme of change in how they respond to family violence. The data suggests that adequate resourcing including investing in staff training, support and culture change will be required for this to be effective.” More>>

ALSO:

Health: NZ Children Still Suffer Rickets From Lack Of Vitamin D

Vitamin D deficiency continues to cause rickets in young New Zealanders, new University of Otago research has found. The researchers say that their finding suggests that at-risk mothers and children should be better targeted for Vitamin D supplementation. More>>

Also GPs, Housing, Milk: PM Press Conference On The UN Security Council

In a press conference today the Prime Minister discussed the upcoming appointment of New Zealand to chair the UN Security Council. He said they would put pressure Asad in Syria and attempt to “jump start” negotiations between Israel and Palestine. More>>

ALSO:

Housing: State Houses Could Sell To Overseas Groups

Bill English’s admission that he would sell hundreds of New Zealand’s state houses to the Australians is the latest lurch in the Government’s stumbling, half-baked housing policy, Labour’s housing spokesperson Phil Twyford says. More>>

ALSO:

AND:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
 
Regional
Search Scoop  
 
 
Powered by Vodafone
NZ independent news