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DoE TV adverts target Northern Ireland cyclists' safety

(10 posts)
  • Started 10 years ago by Murun Buchstansangur
  • Latest reply from minus six

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  1. Murun Buchstansangur
    Member

    This should be interesting:

    "The Department of Environment is launching a TV advertising campaign solely addressing cyclist safety.

    Cyclists are 23 times more likely to be killed or seriously injured on Northern Ireland's roads than car users.

    The number of cyclists badly hurt in collisions has almost doubled over the last 10 years, whereas road traffic casualties overall have halved.

    The advert aims to get drivers, as well of those on bikes, to take responsibility for cyclists' safety."

    http://www.bbc.co.uk/news/uk-northern-ireland-27071033

    Northern Ireland has a history of hardhitting (& graphic) public information campaigns dating back to the Troubles, originally against paramilitarism, then concentrating on motoring offences (speeding & drink driving). First time cycling has been covered, this is progress (I hope).

    Some previous examples (not for the faint of heart):

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    Posted 10 years ago #

  2. Min
    Member

    The advert aims to get drivers, as well of those on bikes, to take responsibility for cyclists' safety."

    Hey there's a novel idea! Wonder if it will catch on?

    You do have to love the aura of shock and surprise around the possibility that drivers might need to take care round cyclists.

    Posted 10 years ago #

  3. Focus
    Member

    Despite spending more time this side of the water than in Northern Ireland, it's always the NI adverts I find more memorable and impactful. It's quite uncomfortable sitting down with my girlfriend's family and seeing those during your meal. And it should be.

    The fact is, these campaigns need to be hard-hitting and graphic to have any chance of having the desired effect. Pussy-footing around the topic without showing the real consequences isn't likely to change much bad behaviour.

    Posted 10 years ago #

  4. chdot
    Admin

    Anyone know if/why there is different attitude to RS in NI from here.

    Posted 10 years ago #

  5. Focus
    Member

    I can't answer that one but maybe part of it is to do with the rural nature of NI. We may have a larger area of non-urban land but NI must have a higher proportion due to its more compact nature. As such, there are many country roads where you take your life in your hands walking or cycling, with nor pavement for refuge.

    Maybe (and this is a leap, I grant you), the history of the Troubles meant there was already an underlying push to avoid more senseless loss of life.

    Whatever it is, advertising campaigns alone will never be the sole solution, but the tougher they are to forget, the better the opportunities for change. And NI has that right.

    Posted 10 years ago #

  6. chdot
    Admin

    Thanks.

    Was assuming 'rural' was something to do with it.

    "Whatever it is, advertising campaigns alone will never be the sole solution, but the tougher they are to forget, the better the opportunities for change."

    Indeed, hope SG is considering similar.

    Posted 10 years ago #

  7. crowriver
    Member

    Also I think folk in Norn Iron are not afraid of a bit of plain speaking, nor of controversy. Methinks Scots drivers might take umbrage at being addressed so directly.

    Posted 10 years ago #

  8. Murun Buchstansangur
    Member

    Road safety amongst most groups seems to have improved remarkably in NI - deaths amongst car occupants & pedestrians are down 2/3rds over 10 years. Cycling KSI up over the same period unfortunately.

    Posted 10 years ago #

  9. Focus
    Member

    Very true about the plain speaking nature as I know from friends I've made. No need for sugar-coating if you want to make a point in Norn Iron.

    Just to be clear, I have no scientific evidence or proof for the following thought (and I'm very much generalising), but there are two groups, in Belfast at least, who certainly put themselves at higher risk of being KSI statistics - 'yoofs' and immigrants. By which I'm referring to some teens and early twenty-somethings and some immigrants who ride around on very poorly-maintained bikes, hopping on and off pavements and sometimes riding roads in the wrong direction. Riding a bike is a sensible way to make every penny you earn count, but riding it stupidly is... stupid.

    Combine that with the fact that things we (on CCE) don't accept from motorists over here - parking on pavements, RLJs and a general lack of accountability seem to be far more obvious to me over there. It may be partly because I'm not cycling at the time, but my girlfriend notices the difference to some degree between Edinburgh and Belfast.

    Those two factors aren't exactly going to keep cycling KSI stats down.

    Posted 10 years ago #

  10. minus six
    Member

    No need for sugar-coating if you want to make a point in Norn Iron

    Its been a decade since I cycled round NI but I was struck by how readily everyone fronted up on the road.. yet it had an air of obligatory theatre rather than outright menace

    Posted 10 years ago #

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