Yes, it's important to look both ways before crossing the street and to cross where you can see what is coming.
But this Department for Transport campaign is a classic example of ignoring the bull and placing all the responsibility on the vulnerable members of the traffic equation.
Where are the traffic calming initiatives around that bend that will force cars to slow down? Speed bumps, reduced speed limits, etc.?
No, no. Cars must continue on their sacred quest unhindered. The small squishy obstacles had better take precautions.
Among those precautions is wearing hiviz clothing when... walking. Is this what we've come to? Is this a sign that The Culture of Fear has peaked and plateaued? Have we given up trying to restrict and tame the destructive capabilties of the automobile and instead insist on reflective clothing for the simple act of walking about our cities and towns?