Road Safety Ad Accused Of Blaming Cyclists For Accidents

Road Safety Ad Accused Of Blaming Cyclists For Accidents
SHARE
THIS



A road safety ad ‘THINK!’ for the U.K. Department for Transportation is being accused of victim-blaming in for blaming cyclists for being hit by trucks making left turns—the driver’s blind side on that country’s roads.

The montage shows scenarios of ‘thing you shouldn’t get caught between’ including two boxers, rams, a piano falling from the sky, butcher’s cleaver, a girl whacking a piñata and a cowboy shootout. The light-hearted tone becomes more sinister once cycler appears, jockeys for position with a truck (lorry), which crushes him against the road and kills him in the end.

The ad ends with “Don’t get caught between a lorry and a left turn”.

British cycling advocates are accusing the spot, created by agency AMV BBDO, of placing the blame on the wrong party. Instead it should be urging drivers of trucks to be more careful when turning left.

Many of the criticisms seem to center on the claim that the truck in the video overtakes the cyclist to make the turn—an interpretation that’s not immediately clear, or indisputable, as the cyclist seems to pass the truck while they approach the turn, then fall behind

Twitter:

  • @THINKgovuk gee. Imagine if that lorry had held back and not overtaken before left hooking that cyclist. As the law requires. Imagine.
  • @THINKgovuk desperately misguided campaign that a) tries to make death fun b) vulnerable road user responsible for vehicle not fit for road
  • @baroncols @THINKgovuk this is quite a bizarre. how is it the cyclist’s responsibility? a lorry overtook me then turned left and squashed me
  • @ASA_UK This is formal complaint about advert today by @THINKgovuk -Lorry driver passes person cycling then turns into him. Victim blaming.
  • @Chris_Boardman @CallumSkinner @THINKgovuk a) Use of comical noises unnecessary b) they’re laying entire blame of every death on the cyclist
  • @Chris_Boardman @CallumSkinner @THINKgovuk and c) the lorry is overtaking the cyclist when reaching junction.
  • Truck overtakes cyclist and turns left across him, and this awful road safety advert blames the cyclist.

“Any death on the road is a tragedy, and all road users have a responsibility to make our roads safer by being more vigilant,” said a spokesperson, reports the London Evening Standard. “We want to protect vulnerable road users by raising awareness of specific dangers, and research shows that a large number of road incidents involving cyclists are with lorries at junctions. The THINK! road safety campaign is aimed at cyclists, motorists and [heavy goods vehicle] drivers, and they all have a role to play in improving safety.”

CREDITS
Agency: AMV BBDO
Creative Directors: Steve Jones / Martin Loraine
Creatives : Nick Hurley / Nadja Lossgott
Agency Producer: Greg Kates

Production Company: Bold Company
Director: Tom Haines
Producer: Dave Knox
DP: David Procter
1st Ad: James Amos Production
Designer: Marco Puig
Costume Designer: Natalie Willis
Camera Equipment: MovieTech Lighting Equipment:
Panalux Editor: Dan Sherwen / Paul Moth

Edit House : Final Cut
Post Production: The Mill
Producer : George Reid
Colorist: James Banford
FX Supervisor: Ben Turner

Please login with linkedin to comment

Daiso

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.