04 November 2008

Promoting Bike Lights Positively


Thanks to John for sending us this link to a current Dutch campaign for bike lights. The Dutch do so many things right regarding promoting cycling positively. This campaign is no exception.

The reason for the campaign is that the rules regarding bike lights changed on November 1, 2008. Previously, bike lights had to be fixed to the bike. The new rules allow for lights that are loosely attached to clothing. The poster above reads, "Loose lights are allowed, too."

But it's not just a poster. Here's the website for the campaign.

It's brilliant. The taglines are:

"Yes, loose lights are allowed, too.
Don't forget to turn them on...
...and don't forget to turn them off..."

There's even a flash-based game to play where you can win a bike. What is telling is that this is a government advert. There is commitment from higher office to cyclist safety and they have invested in a comprehensive campaign that is all about safety, without trying to scare people. The advert is humorous and effective. Far more effective than fearmongering...


This is a current campaign in Copenhagen, from the City's Traffic Council - Byens Trafikraad - for bike lights. It ran last year, too. A skull riding a bike in the traffic. Selling a Culture of Fear and wagging the irritating finger of a nanny state. What a massive contrast to the positive message from the Netherlands.

It is worth mentioning that last year the campaign did include giving out free bike lights to people. The cool Reellights, but do we really need to see such posters on the streets? Children see them... what are we telling them? Obviously not the right things. We're sending right into the queue for car ownership.

6 comments:

workbike said...

what's it trying to say? Don't cycle after you are dead? The four cyclists of the apocalypse are coming? Don't wear Halloween costume when cycling?

Agreed, it's a very bad idea...

lehommeaulevelo said...

I think they are great Posters even your own Nanny State Poster it get's the Message across. I wouldnt mind our own City Council in Dublin giving us Reelights it is a great Idea. We have a bad Reputation for Cycling without Lights especially on darkened Streets and Roads. Sometimes I see People with Dark Clothes, Dark Coloured Bikes and no Lights Whizzing through our Streets often through Red Lights and a lot of Near Accidents. Most are obeying the Rules now, and also Putting Fluorescent Strips on their Bikes in the Wintertime as well as Hi Viz Jackets but you still get the odd Tosser on a Bike looming out of the Darkness and causing Accidents.

Anonymous said...

Atleast the dead man cycling isn't wearing a helmet on his scull.
Helmets are everywhere these days in Copenhagen. What went wrong?

amsterdamize said...

Funny how the stars were lined up on this story :)

I had EXACTLY the same sentiment, I think we're on to something :-p

Zakkaliciousness said...

anon... fearmongering went right. unfortunately.

lehommeaulevelo said...

Anon Re, The Helmets Vested Interests thats what. Someone can Smell Money,there are Helmet Manufacturers Lurking around doing Deals with your Cycling Federation and perhaps a few City Councillors.