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

Patience: Drive Safe

Be patient before passing is the AA's message for drivers this Labour weekend.

"People taking crazy risks to get past other vehicles is one of the most dangerous things on the road,” says AA spokesperson Dylan Thomsen.

“The weather is looking good for the long weekend so the roads will be busy. Unfortunately, that also increases the chances of people getting frustrated and trying a risky passing manoeuvre. When they get past, there will probably be more traffic up ahead anyway so it won’t get people there faster.” More>>

 
 

Parliament Today:

Employment Relations Bill: Govt Strains To Get Tea Break Law Through

The Government has been left with egg on its face - failing to get its much-vaunted, but hugely unpopular, meal break law passed in the first week of its new term, Labour spokesperson on Labour Issues Andrew Little says. More>>

ALSO:

Guns: Police Association Call To Arm Police Full Time

"The new minister gave his view, that Police do not need to be armed, while standing on the forecourt of parliament. The dark irony was that the interview followed immediately after breaking news of a gunman running amok in the Canadian parliament in Ottawa..." More>>

ALSO:

Gordon Campbell: On The Tokenism Of New Zealand's Role Against Islamic State

Our contribution against IS will be to send SAS forces to train the Iraqis? That’s like offering trainers to General Custer just as the 7th cavalry reached the Little Big Horn. More>>

ALSO:

Scoop Business: Shell And Todd Caught Drilling Without Approval

Multi-national oil company Shell’s New Zealand arm and local energy giant Todd Energy have breached the new law governing New Zealand’s Exclusive Economic Zone, the Environmental Protection Authority says in an Oct. 10 document released by the Green Party. More>>

ALSO:

Gordon Campbell: On Pharmac, Gough Whitlam And Sleater-Kinney

We’re not at the outset of these negotiations. The outset was six years ago, and negotiators were hoping to have some sort of ‘framework’ deal finished in time for the APEC meeting in a few weeks’ time. These ‘extreme’ positions are what we’ve reached near the intended end of the negotiations… More>>

ALSO:

PM Of Many Hats: Questions, No Answers On Whale Oil

Dr RUSSEL NORMAN (Co-Leader – Green) to the Prime Minister: How many times since November 2008 has he spoken with blogger Cameron Slater on the phone and how many times, if any, has he texted him?
Rt Hon JOHN KEY (Prime Minister): None in my capacity as Prime Minister. More>>

ALSO:

Aussie Investigation Dropped: Call On Minister McCully To Pursue The Case Of Balibo Five

West Papua Action is deeply concerned at the lack of any clear outcome from the Australian Federal Police inquiry into the 1975 deaths of the ‘Balibo Five’ including NZ journalist Gary Cunningham. More>>

ALSO:

'Feed The Kids' Bill: Metiria Turei To Lead Fight On Feeding Hungry Children

Green Party Co-leader Metiria Turei is urging all political parties to support the Feed the Kids Bill which she inherited today from Mana leader Hone Harawira. More>>

ALSO:

Parliament Today: State Opening Of Parliament

The House sat at 10.30am on Tuesday before MPs were summoned to hear the Speech from the Throne in the Legislative Council Chamber. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
Regional
Search Scoop  
 
 
Powered by Vodafone
NZ independent news