Western Australia’s road safety minister has today canned a series of TV advertisements depicting cycling as a childish punishment for motorists caught speeding.
Carlton Reid8 hours ago
A series of cinematic TV adverts depicting cycling as slow, unsexy and socially inadequate have today been pulled by the road safety minister for Western Australia. BikeBiz put the campaign under the spotlight yesterday, and the video adverts have now been deleted from YouTube.
An Australian newspaper said the “campaign made news overseas, with UK cycling magazine BikeBiz making fun of the ads, calling them ‘jaw-droppingly bad’.”
Alerted to the new campaign’s negative portrayal of cycling, Oz cycle advocacy organisations told road safety minister Michelle Roberts that the adverts depicted cycling as “social suicide” and ought to be pulled. Roberts agreed.
“I did not see them before they went live and as soon as concerns were raised with me, I acted swiftly to have them taken down,” she told Western Australia Today.
The social media part of the campaign has also been erased from the Road Safety Commission’s website. Produced at some expense, the ads were planned as part of a seven-week campaign targeting young male drivers.