07 September 2011

Drive With Your Heart


ADDENDUM: I felt the need to bump this blogpost up today.

After the latest series of articles here on Copenhagenize about how many traffic safety campaigns blame the victims and place undue responsibility on everybody except the motorists I once again find myself in love with the Dutch.

Drive With Your Heart [Rij met je hart] is a government campaign placing focus directly on those who drive cars, highlighting their enormous responsibility in the traffic.

Here's the film version of the campaign. Google translate renders the speak like this:
'Cars today are full of things that protect the driver: belts, crumple zones, airbags, ABS, electronic stability control..."

"And there is an element in the car that protects other road users."

"That part is in you. Drive with your heart.'


Note that the woman on the bicycle is actually turning left onto a pedestrian crossing. Correct me if I'm wrong but that is technically illegal. Brilliantly, there is only focus on the motorist.

There is light at the end of the tunnel when you realise that there are people out there thinking up campaigns like this and government agencies spending money on them.

The car-centric Danish Road Safety Council - and pretty much everyone else - has a lot to learn.


Just found another film from the same campaign in 2007. Translation anyone? Isn't it something like "distractions can come from anywhere... Lower your speed."

Addendum: Thanks to Suzanne from the heroic Fietsersbond.nl for this translation:
"On the street you may encounter anything, including your neighbour's little girl. Drive with your heart."

Dank je wel to Anneke for the link.

17 comments:

Suzanne said...

On the street you may encounter anything, so also
your neighbour little girl. Drive with your heart.

David Hembrow said...

There are actually a constant stream of such ads, in print and on the street as well as on screen. Back when the school children were starting, there were signs and banners on the street.

The attitude is different here in the Netherlands from elsewhere. Everyone cycles. Everyone wants cyclists to be safe.

Occasionally these signs are directed at cyclists.

Mikael said...

from my discussions with friends from the fietsersbond who visited copenhagen to write a feature about how the Danes are doing it, all is not quiet on the dutch front.

things and attitudes are changing. be wary and alert.

right now it's lovely. but what is happening in denmark and the world's cycling capital can happen in holland, too.

Iain said...

There is an interesting report from the Institute of advanced Motorists in the UK at http://www.iam.org.uk/Resources/Institute%20Of%20Advanced%20Motorists/Documents/IAM%20MT/IAMcyclingreportWEB%20(2).pdf

The UK's magazine cycling Plus carries an interesting article on this intiatative by a drivers organisation.

Iain

Anonymous said...

Wow...best TV content I've seen in, like, ever...brought tears to my eyes. How do we get airtime for these in the US? Val

Frits B said...

Sadly too many cyclists, especially in the larger Dutch cities, abuse their rights by ignoring traffic lights and traffic regulations in general such as giving way to pedestrians on crossings. Courtesy involves two parties. So yes, there are signs of "why bother with the b*st*rds". And you have no doubt noticed that the helmet industry has claimed an increase in the number of children riding with helmets.

Sue 'sans' helmet said...

amazing! - australia is the other end of the spectrum - my taxi driver the other day told me he had "no problem with cyclists until they slowed you down and then you should be able to mow them down!"

LGV said...

i like both congratulation to these government for that !

Kim said...

Anything that reminds drivers that a licence to drive is not a licence to bully has to be a good thing.

Greg said...

I'm not sure what the law is in other places, but here in CT, USA, you're allowed to ride on the sidewalk if you're a minor or transporting a minor. The woman in that first PSA has a child on the back of her bike, so in CT she's allowed to ride on the sidewalk.

I like these.

Mendel Hecht said...

With regards to your note:
Note that the woman on the bicycle is actually turning left onto a pedestrian crossing. Correct me if I'm wrong but that is technically illegal. Brilliantly, there is only focus on the motorist.

It seems to me there was silent communication between the cyclist and the driver. She obviously wanted to get to the left of the street to turn left. He slowed/stopped to yield to her and motioned with his head for her to go ahead.

Mikael said...

what i meant was that there is only focus on the motorist in the advert. it's aimed at car drivers, not the vulnerable users.

Anneke said...

Haha, didn't expect you to follow up on my comment (especially so soon) :D Anyway, you're welcome.

Dave Holladay said...

Another one for safety - Let your only contact with another road user be EYE contact.

EYE contact shows you are another human just like the person you are looking at and returning eye contact gives that vital non verbal message "I have seen you - now how are we going to interact"

Sadly one UK survey found that many cyclists had trouble with the 'lifesaver ' manoeuvre - they could not look behind over their shoulder for that positive check, female cyclists reported this most and were involved in more 'failure to observe behind' incidents

Anonymous said...

Compare it with this from Britain: http://ghoststreet.com

Scary!

Peter said...

On the remark about the legallity of the left turn I had an experience with that up in Sweden a few weeks ago. While approaching a pedestrian/bike crossing a rider just ahead but on the sidewalk/bikepath simply signaled to turn left and went over. What was interesting was the lack of sense of danger for both of us and I put this down to the 30kph road I was on and the understanding that the driver simply must give way. You have got to stop at those crossings or else if there is anyone about to cross.

Mark Wagenbuur said...

About the woman going left on the pedestrian crossing: that is perfectly legal when you first dismount as she does. In the final shot you see her walking next to her bike. The 'do have eye contact' message is indeed incorperated perfectly as well.
This video is not part of a new campaign, it is from 2006, five years old already.