It is not widely known or accepted that the current approach to road safety takes place in a ‘shit happens/blame the victim’ kind of way. So it would be nice if this latest local campaign was the beginning of a new era; to address the real issues of road safety. A metaphorical first step in the process of coming to a general consensus around the negative consequences of cars; that road safety is a serious issue and deserves our undivided attention- pun intended. So this kind of campaign could be the very beginnings of our first, tentative steps at starting that process. Could be…
It’s how the anti-smoking lobby has worked so effectively. It’s about using peer pressure to change behaviour.
In terms of making a real difference, this kind of campaign is a ‘soft option’ and low level initiative but a necessary first step to any improvements. Let me explain. There is already a large number of drivers who understand the risks to themselves and other road users, and drive appropriately (given that the road infrastructure is designed in a way that is like an open invitation to drive too fast and unforgiving of errors).
There is also a large group of drivers who identify themselves as law abiding citizens but, due to a pervasive culture of casualness, do not take the issue of driving as seriously as it needs to be. This is the group that this kind of campaign targets because they can be taught to drive slowly, safely and respectfully. It’s this group that can help shift the balance towards a social contract that makes that kind of behaviour normal.
…most importantly, roads need to be re-engineered to physically discourage speeding.
It’s how the anti-smoking lobby has worked so effectively. It’s about using peer pressure to change behaviour. Being smoke-free is presented as something that is normal and desirable. And get celebrities to start supporting the cause. (Let’s clarify something first; hands-free car phones are not safe like Kerre suggests). But of course, I hear ya… a media campaign alone will never be enough. It needs to followed up by intense police intervention and enforcement. The police need to be ready and able to counter the inevitable backlash of ‘waging a war on motorists’ and just focused on revenue gathering. This is not a victory to be won over night. Backlash should be expected.
And of course, policies and laws such as reduced speed limits and tougher driving tests need to be introduced and most importantly, roads need to be re-engineered to physically discourage speeding. Good public transport that is inexpensive, fast and efficient also needs to be provided as an alternative to driving. Cycling and walking needs to be made safe and accessible to all. It is a massive issue and change needs to be made systematically and strategically. There is too much at stake.
There is a third category of drivers that unfortunately, will be harder to shift. It is that minority of drivers who don’t respond to normal behavioural cues. The industries of big tobacco, big oil and big car have done their job so well. Seriously.
I am becoming increasingly convinced that I can see the future. I am going to predict the effectiveness of this campaign based on the experience of the last one. I hope my prediction is wrong.
‘Cycling’ is sport and recreation. ‘Riding a bicycle’ is everyday activity. No sweat.