The advert that made cyclists furious

The advert that made cyclists furious

The government’s latest cycling safety campaign has prompted a social media backlash from cyclists who have branded it a ‘victim blaming’ stunt.

The Department for Transport’s Think! ad displays a series of examples of things you ‘shouldn’t get caught between’, including a collision between ice hockey players, a man chopping meat, a pair of rutting mountain goats and a piano falling from a great height.

It intersperses these with footage of a cyclist appearing to be squeezed between the curb and a lorry as the vehicle turns left, with a mangled bike and flashing blue lights ramming home the message “Don’t get caught between a lorry and a left turn.”

The reaction has been far from favourable online. TV and radio host and keen cyclist Jeremy Vine tweeted: “Truck overtakes cyclist and turns left across him, and this awful road safety advert blames the cyclist.”

And Olympic gold medallist and vociferous cycling safety campaigner Chris Boardman was also dismayed, taking to the Twittersphere to label the advert a “desperately misguided campaign that a) tries to make death fun b) vulnerable road user responsible for vehicle not fit for road.”

While on our own Facebook page, one comment read: “Erm...so as a cyclist I am supposed to know the intentions of a vehicle, coming up behind me, who has already passed me & knows I'm there but I should assume still might turn left and flatten me? And this is somehow MY responsibility?? WTF?”

And another raged: “Just watched it twice clearly shows the lorry overtaking. This is a shocking advert in that situation you would not stand a chance and then put the strap line to hold back . The people who sanctioned the advert want locking up.”

There were also some comments on the post approving of the message, with one user arguing: “Fantastic advert. I cycle and drive a coach and people don't understand how much room a lorry or coach needs when turning and how blind we are when turning”

What did you think of the advert? Join the debate by commenting on this post.

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Posted

First time I've seen  it. Completely agree. How can it be the cyclists fault. Awful ad which will only serve to increase tension between drivers and cyclists.

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