My labmate Richard (author of the phenomenal Cyclo-Révolution blog on active transportation) sent me an extremely interesting public service announcement yesterday which was produced by the Motor Accident Commission (MAC) of South Australia.
According to the MAC website (emphasis mine):
The Motor Accident Commission (MAC) is South Australia’s Compulsory Third Party (CTP) insurer and provides $400 million each year in compensation to road crash victims.
MAC also manages the State Government’s road safety communications program and provides sponsorship funding for projects that aim to reduce the number and impact of road injuries and deaths.
To provide a viable system of Compulsory Third Party (CTP) injury insurance for South Australians and contribute to road trauma reduction.
As part of their strategy to reduce road injuries and deaths, the MAC has created a series of public service announcements and accompanying online campaign titled “Lose Your Licence and You’re Screwed”. The overwhelming theme of the campaign is that life sucks without a licence.
Why does life suck without a licence? First off, you may have to *gasp* ride a bike (!?!). If you can stomach seeing a man on a bicycle, watch the below video to see just how bad life can be…
Could life get any worse than being a cyclist? Unfortunately, it could.
The MAC’s handy “You know you’re screwed when” page points out that you’re also “screwed” if you:
a) walk places (because drive-through windows won’t serve you, and because you”ll have to buy walking shoes)
b) rollerblade (in addition to cyclists, attractive people also hate rollerbladers)
c) take the bus (they’re filled with creepy people)
For good measure, they also point out two more times why it sucks to be a cyclist – you may get stuck in an electrical storm, and because if you do manage to somehow find a date, they’ll still hate your helmet hair.
Now of course we can all see what they were trying to do – a cheeky campaign to get young people to drive more safely (another MAC campaign is titled “Don’t drive like a cock”). But the idea that we can make driving safer by denigrating all other forms of transportation is ridiculous to say the least.
One of the best (and possibly the best) way to reduce motor vehicle fatalities is to get people to use active transportation (walking, cycling, transit, etc) rather than driving. Less cars means less accidents for other drivers, as well as pedestrians. As I’ve written before, if young drivers were to give up their cars in favour of cycling, it would almost certainly save lives.
And it’s not that difficult to create engaging ads that promote safe driving without denigrating healthier forms of transportation – the MAC itself has produced other hilarious ads (here and here) that get the message across very effectively.
So kudos to Australia’s MAC, for trying to convince people to avoid the very behaviours that are most likely to achieve their goal of reducing road injuries and deaths. Well played.