Use Your Head

Even in the World's Best Cycle City there are dangers to be had. The Copenhagen City Council had a campaign last year to make Copenhageners aware of the dangers of riding without lights on their bikes, as well as other dangers. The photo is a screengrab from the Brug hovedet (Use Your Head) website. They chose to use a negative campaign portraying death and destruction.

When you have 36% of the population of Copenhagen on bikes each day (the same amount than in the entire United Kingdom), you'd expect that a large number forget their lights. I do, usually in the autumn, after the seemingly endless summer days with light until 23:00. By winter I usually have my lights in my bag.

The website [now taken offline] was in Danish, but there were interesting features. Among a map of the city showing the statistically most dangerous intersections and a game where you have to steer a bike through the city. Although you would end up dying if you lost.

I think the campaign is a little too negative for my taste. Ooh danger danger. Why not focus it a little more positive? Just think about how many metaphors for light could be used. Illuminate your mind! Cast light on your city! Any adman worth his salt could do better than this fearmongering campaign that only serves to brand cycling as dangerous.

See how they promote bicycle lights in Holland.

Cykelhjelm - cykellygter - sikkerhed