Soon after it was launched, cyclists and road safety groups criticized the advert for promoting “false equivalence,” a concept meaning road users should share equal responsibility for road incidents even though a motorist is in charge of a heavy, potentially lethal machine.
“People feel that the cyclist/driver altercation is shown as a ‘close pass’ which is illegal under the highway code,” fretted the TfL official, adding that “it stems from the shot in the film ... where you can see the geography of the car to the cyclist and to the pavement.
He added that any later digital manipulation of the advert would have “involved digging a bigger hole.” It’s not just transport cyclists and cycling bodies who state that the advert was wrong. AA president Edmund King told me: “It is a shame that the campaign wasn’t better thought through as the objective of breaking down barriers between road users is something we have advocated for years. Knowing the sensitivities of such issues, it seems bizarre that it wasn’t aired more in focus groups made up of a cross-section of influential road users before it was launched.
The brief also stated that TfL wanted their campaign to be adopted nationally by the Department for Transport .
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