Classic traffic safety organisation narrative. “Stop cycling”. By Stephanie Patterson
With Mikael Colville-Andersen
In the diverse world of traffic planning, advocacy and various movements for liveable cities, there is an odd group of outliers who broadcast conflicting messages. While “traffic safety” organisations seem like a natural part of the gallery and of the narrative, upon closer inspection they exist in a communication vacuum populated exclusively by like-minded organisations. There is little correlation with those organisations who advocate cycling, pedestrianism or safer streets. The traffic safety crowd are in a world unto themselves, with little or no accountability for the campaigns they develop or the messaging they broadcast. They are often allied with insurance companies who clearly take comfort in working with others who embrace scaring the population at large through constructed fear.
In many ways, they are a classic subculture, with strong hints of sect-like behaviour. The English sociologist Roy Wallis argues that a sect is characterized by “epistemological authoritarianism”. According to Wallis, “sects lay a claim to possess unique and privileged access to the truth or salvation and “their committed adherents typically regard all those outside the confines of the collectivity as 'in error'”. The American sociologists Rodney Stark and William Sims Bainbridge assert that "sects claim to be an authentic, purged, refurbished version of the faith from which they split". They further assert that sects have, in contrast to churches, a high degree of tension with the surrounding society. We thought it appropriate to do a little communication meta-analysis of their techniques of the traffic safety subculture. - “If it is going to make any meaningful contribution to the reduction of danger on the roads, our criminal justice system needs to recalibrate away from the prejudice that motoring is innocuous and cycling dangerous and towards controlling the behaviour of those imposing greatest risk.”Martin Porter - QC, personal injury lawyer and Author of the blog ‘The Cycling Lawyer’ made this statement in relation to a recent manslaughter charge that was issued to a cyclist in London who collided with a pedestrian, resulting in her death.
The final conviction of “wanton and furious” cycling brings up the question of how different road users are treated and perceived. Would someone driving a car receive the same level of punishment? Not likely.
Along with the legal system, traffic safety organisations are integral players in shaping how we view road users all around the world. The first thing we noticed was how all these organisations seem to ignore one of the key messages required to truly make roads safer.Lower the number of motor vehicles on the road, and slow them down. We call it Ignoring the Bull here at Copenhagenize Design Company.
Anyone who works in traffic planning or advocacy will find the lack of focus on the obvious to be rather bizarre. As it is now, the campaign language and programs promoted by the traffic safety organisations unabashedly victimise the individual (primarily pedestrians and cyclists) rather than speak out about the dangers of motorised vehicles. They also tend to ignore the one most obvious solution to lower road fatalities – a drastic reduction in the number of motorised vehicles on the road. Even a nine year old can figure it out that this is the only way to go: However, the traffic safety organisations have settled upon strategies that are as uniform as they are blatant in their support of the status quo. As the following images show, these trends are not limited to countries who have high numbers of road fatalities, but in fact the same rhetoric and messages can be seen globally.
(Left) Road safety Australia, again victimising the individual and making being a pedestrian a dangerous activity. (Centre) Road Safety Campaign in Spain - 1998, a good way to turn people off walking (Right) More Australian victim-blaming without addressing the problem. The influence of road safety organisations clearly extends to municipalities, inviting them into their echo chamber, from where they point their fingers at the non-motorist population. 
Signage in Frederiksberg, Copenhagen sends people on a wild detour and instructs them to cross at the designated crossing, putting motorist convenience above that of pedestrians and cyclists. A local response (right) clarified the municipality’s intentions with the added text: “Frederiksberg loves cars more than you”
Just take a look the recent ETSC Road Safety Performance Index (PIN) Conference held in Brussels in June 2017. The speaker list only represented the views of the car industry and road safety organisations which support it. Talk about an echo chamber.
Speakers from other disciplines and with different points of view on methods of change, such as experts in user behaviour, strategies about behaviour change, and advocates of increasing alternative transport modes were absent as they always are. A diverse selection of opinions would include people who are not interested in maintaining the car-centric status quo in our cities, so why invite them? Whilst the organisations’ messages and actions vary based on their country or region of reference, there are common threads which we can see in a number of the road safety organisations campaigns, including:- Consistent use of the car industry’s favourite phrase, traffic accident, rather than fatality or crash. The rise of the hashtag #crashnotaccident hasn't penetrated the walls of their echo chamber.
- The use of the phrase vulnerable road users without any corresponding reference to dangerous vehicles - Programs indirectly or directly implying that walking and cycling are dangerous and freely using classic Culture of Fear techniques to scare cyclists and pedestrians - Anti-distraction programs - Anti-drink driving - Anti-speed programs Their baseline is clear. Cars are here to stay - everyone else either get out of the way or bubble wrap yourself. What this communication subculture doesn’t talk about is rather telling. Basically anything that would brand cars as the problem - or reducing the number of cars.
We don't know how many of you are aware that the United Nations declared the grand Decade of Action on Road Safety in order to tackle traffic deaths. Actually they declared it back in 2011. Have we saved millions of lives together, as they claimed we would? Nah. What has happened since? Lots of expensive campaigns from highly funded NGOs but absolutely no reduction in the number of traffic deaths worldwide. We analysed the communication narrative used by a number of traffic safety organisations and present some of them here.
FIA Foundation
(Left) Series of graphics by FIA. None of them call for a reduction in the number of cars that kill. (Bottom center) FIA's helmet campaign. (Bottom right) Children with their shiny new FIA helmets. (Top center and right) Images from the #staybright campaign insisting that pedestrians and cyclists dress up like clowns
Meet The FIA Foundation (slogan: For the Automobile and Society). They are the advocacy arm of the Federation Internationale de L’Automobile, who run the Formula 1 races. Their foundation is an international body funded by industry but also supported by heavyweight NGOs, UNICEF, UN Environment, the World Resources Institute and Save the Children. An organisation with this level of funding and recognition behind it should be leading the way in traffic safety, including sending the most effective messages and implementing the best programs to reduce fatalities. But they don't. Their primary focus is on glossy graphics telling everyone to bubble wrap themselves.
Unfortunately there are a number of unsaid things which we believe are key in combating the issue of road fatalities, including: - Proposing any attitude change to the existing transport norms. - In car centric cities – saying that we need to change our urban design to de-prioritise motor vehicles and make active transport a viable transport option, not just a recreational activity. - Warning people about the inherent danger of driving a motor vehicle. Focusing on the fact that cars and cities don't work well together and that your risk of dying and/or killing others is remarkably high. Instead of scaring people away from bikes and walking, focus on inciting fear of driving- In all seriousness, promoting and mandating motorist helmets, as the Australian government has recommended.
- Programs which restrict car usage or make driving more difficult. - Campaigns for alternative transport options as the norm - Campaigning for investment in alternative transport infrastructure
It's a tough sell. These organisations like FIA are clearly not interested in behavioiur change, but rather a continued acceptance of the car-centric status quo.
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Global Health Observatory statistics from 2013 showed over 200,000 traffic fatalities occurred in both India and China. Between 30,000-50,000 fatalities occurred in Brazil, Indonesia, Nigeria and USA. Some of the countries with the highest rates of fatalities based on population size were Thailand, Iran, Democratic Republic of Congo (DRC) and United Republic of Tanzania – all with fatalities between 15,000 and 25,000. We have taken a more in depth look at a few organisations across; INDIA - one of the countries with highest number of road fatalities, USA - the worst performing developed nation in terms of number of fatalities, and finally DENMARK - a country with low number of fatalities and generally good alternative transport options.
INDIA
India. The country with the highest number of traffic fatalities of any nation annually. With a fast growing economy, India has the opportunity to make wise infrastructure investments that improve its cities for its people. Lack of rules, crazy fast driving and cars being seen as indicators of social improvement, are all reasons why the road safety organisations are suggesting modifications to the existing infrastructure rather than addressing a change in attitudes to motor vehicles in India overall. Due to the lack of diversity within the road safety authorities we see the same rhetoric over and over again. This recent #ipledge campaign wastefully uses highly influential cricket legend Sachin Tendulkar to spin the same old narrative. Pledging doesn't save lives. 
#ipledge campaign by Aster saferoads based in India
Arrive Safe
This is an NGO who claim to be‘working with road safety to promote sustainable transportation India’ but it does not mention bikes at all in any of its activities and proposals to increase road safety. In its Road Safety Manual it provides instruction to road users including basic rules, how to drive safely and so on across 190 pages of the 200 page manual. The final 10 pages briefly mention the benefits of choosing another transport mode and how to look out for pedestrians, bike and rickshaw riders. Same old, same old.UNITED STATES
A particularly gruesome example of the City of Phoenix spreading fear and victimising bike riders in one of their road safety campaigns.
Of all the developed countries in the world, the US is by far the worst performing in terms of road fatalities and injuries. Estimates from the National Safety Council recorded road deaths for 2016 at over 40,000, making it the deadliest year in nearly a decade. A study by Juha Luoma and Michael Sivak found several contributing factors to the US’ high road numbers of road fatalities. These included generally high speeds driven, low seat belt usage rates, high drunk driving rates, however the biggest reason:
Americans drive a lot and far and don’t look to be slowing down anytime soon.
We also know that vulnerable road users are increasingly making up the numbers of the death tolls. Car users’ share of road deaths in America fell from 42% in 2006 to 36% in 2015, while fatalities outside of cars (people on bikes, pedestrians and motorcyclists) rose from a quarter of the total to a third. So what are the road safety organisations doing to address this issue? All this shows is that cars are getting safer for those inside of them - but not at all for those outside. Mandatory external air bags on cars would be wise.
Department of Transport DOT
To be fair, the nationally run road safety authority has as of 2015 implemented the Safer People, Safer Streets: Pedestrian and Bicycle Safety Initiative and the Mayor's Challenge which encourage cities to improve streets for all people across seven different criteria. However, the same organisation stumbles by victimising policies such as helmet-first bike riding initiatives, ignoring reducing car usage and the danger of being behind a wheel - even if you are a safe driver.
AAA Foundation for Traffic Safety
Motoring organisations love traffic safety organisations for maintaining the status quo and placing focus on the dangers of transporting yourself in anything other than a motor vehicle. The AAA, like others around the world, focuses solely on either increased investment in road infrastructure or improved driver conditions. Research papers such as Safety Benefits of Highway Infrastructure Investments might have been a bit more valuable if it also took into account modes of transport other than cars and didn't spout off old-fashioned engineering "solutions".
ADTSEA
The American Driver and Traffic Safety Education Association aims to be a leader in traffic safety education strategies. Alas - none of their strategies include choosing another transport mode when possible. Please start by educating people with some basic facts - fewer cars on the road, fewer deaths and injuries. We’re not saying stop educational programs about safe driving - just give people a rounded education which presents all the facts. Please.FINLAND - The Finnish Road Safety Council
In Finland, this fear campaign from the Finnish Road "Safety" Council hit the streets in 2019. The poster reads: "Having ice cream without a cone is like riding a bike without a helmet". They have other goofy slogans like "Snapchatting without a filter is like..." You get it. They probably clapped their hands and giggled at how clever they thought they were when deciding upon this campaign.
But like all the rest, they do nothing to work towards drastically reducing the number of cars in Helsinki or other Finnish cities. They stick to victim blaming without any science harmed.
DENMARK - The Danish Road Safety Council
So while we have looked at two countries with particularly abominable road fatality levels, we can also be critical of road safety programs in countries with better track records. Denmark's road safety organisation Rådet for Sikker Trafik (Road "Safety" Council) recently released this video as part of there “use two seconds more” campaign- a fairly violent way to scare cyclists off their bikes. At the same time they continue to promote the wearing of a helmets in Denmark - compounding the message that bike riding is dangerous. Just another example of road safety organisations using the Culture of Fear in favour of the car. Classic.
This organisation uses the same tactics as others in their private club. They have little scientific understanding of bike helmets and, instead, copy/paste info they recieve from like-minded colleagues in Sweden and pass it off as their own. They claim to be against mandatory helmet laws but this recent document would suggest that they are gearing up for helmet laws. Aligning themselves with the likes of an American, Jake Olivier, in order to continue their branding of cycling as dangerous. Broadcasting with all the arrogance they can muster that a "meta-analysis" is conclusive proof only reveals they know little about the science.
This is also an organisation who advocates cutting down roadside trees for "safety" instead of vehemently advocating for lower speed limits. Indeed, they have no mention of the European trend of establishing 30 km/h as a baseline speed in cities on their site. They are, like all the others, totally disconnected from the current trends.
(Left) ("Keep an eye on the side roads" painted on cycle tracks, without any corresponding messaging for motorists on those side roads who are obliged by law to stop. (Center) 2017 campaign urging people to "use two extra seconds" at the intersection so they don’t get killed - instead of campaigning for existing infrastructure designs to keep cyclists safe. (Right) A 2017 helmet promotion campaign aimed at college students, together with an insurance company. Classic tactics.
Three other campaigns in Denmark aimed at dressing pedestrians and cyclists up as clowns with reflective clothing instead of limiting the destruction caused by motorists.
Campaigns for reflective clothing are also increasing in The Culture of Fear, despite a limited amount of science on the subject. No corresponding campaigns are in place for cars, even though black cars are more likely to be involved in accidents. All the negative campaigns blaming cyclists and pedestrians for not equipping themselves with body armour and christmas tree lights would be more credible if the same effort was placed on motorists and cars. Traffic safety organisations can improve the message they are sending out to their citizens if they even the playing field and state in no uncertain terms how dangerous cars are in cities and how dangerous they are, generally. The culture of fear needs to be flipped on its head.
The Hiearchy of Hazard Control as applied to urban cycling. Bubble wrap solutions are the last resort. While of course speed, drug and alcohol consumption, distracted driving, and badly designed roads can worsen the impacts, let’s not dance around the basic facts if cities and nations truly want to achieve Vision Zero. Providing an even distribution of alternative infrastructure options for people is clearly a key factor in making this change, but it also needs to go hand in hand with honest road safety initiatives that don’t misinform, misrepresent, or scare. In short, as it is now, if these traffic safety organisations are only speaking to themselves, backslapping each other at closed conferences, and arrogantly exaggerating the effect of their tired, last century campaign strategies - as well as being so completely disconnected from the rest of us working to improve city life around the world - do we have to listen to them or give them any credibility? Probably not. We can wonder, however, why they continue to recieve funding to broadcast flawed messages without any positive results and zero accountability.
Remember your reflective clothing in traffic.
