Making them feel small: ads wag the finger at speeding young men (Australia)
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Making them feel small: ads wag the finger at speeding young men (Australia)
Making them feel small: ads wag the finger at speeding young men
Down to size … female onlookers are unimpressed.
June 25, 2007
YOUNG men who speed do so because they have a small ***** - or so the new RTA road safety campaign implies.
Ads from the $1.9 million campaign - which targets speeding among 17- to 25-year-olds - aired for the first time on TV last night. They show onlookers who see speeding male drivers wiggling their pinkie fingers.
The gesture represents a small ***** in youth culture, but even an elderly woman employs it.
John Whelan, the RTA's director of business co-ordination, road safety and policy, said the campaign aimed to make speeding socially unacceptable.
"To me [the gesture] says 'speeding - no one thinks big of you'," he said. "It will cause people who are speeders to think twice about the image they are creating."
The ads would be controversial, he said, but traditional "shock horror advertising" that highlighted injury and death from speeding was no longer effective on "people exposed to computer games, modern media … and horror films".
"We will do what we feel we have to to get the message through," Mr Whelan said.
The Opposition spokesman on road safety, Andrew Fraser, said a safety campaign focused solely on image would not work.
"Just having a campaign that says that a bloke's manhood is smaller than what he thinks it is might be funny, but in a proper education campaign you need to cover all aspects of the dangers of driving a vehicle."
Instead, Mr Fraser said driver education should be implemented in schools.
Harold Scruby, the chairman of the Pedestrian Council of Australia, said addressing the image of speeding among young drivers was "clever and commendable".
"But I'd rather see money go into targeting offenders by using new enforcement technologies, rather than making the community pay for these campaigns."
The campaign, which runs across the state, includes TV and cinema ads, posters in bus shelters, and a 15-second "viral" internet ad that offers "speedsters" an "xtra xtra small" condom.
Mr Whelan said the campaign was timed to coincide with P-plate laws that come into effect in July.
Down to size … female onlookers are unimpressed.
June 25, 2007
YOUNG men who speed do so because they have a small ***** - or so the new RTA road safety campaign implies.
Ads from the $1.9 million campaign - which targets speeding among 17- to 25-year-olds - aired for the first time on TV last night. They show onlookers who see speeding male drivers wiggling their pinkie fingers.
The gesture represents a small ***** in youth culture, but even an elderly woman employs it.
John Whelan, the RTA's director of business co-ordination, road safety and policy, said the campaign aimed to make speeding socially unacceptable.
"To me [the gesture] says 'speeding - no one thinks big of you'," he said. "It will cause people who are speeders to think twice about the image they are creating."
The ads would be controversial, he said, but traditional "shock horror advertising" that highlighted injury and death from speeding was no longer effective on "people exposed to computer games, modern media … and horror films".
"We will do what we feel we have to to get the message through," Mr Whelan said.
The Opposition spokesman on road safety, Andrew Fraser, said a safety campaign focused solely on image would not work.
"Just having a campaign that says that a bloke's manhood is smaller than what he thinks it is might be funny, but in a proper education campaign you need to cover all aspects of the dangers of driving a vehicle."
Instead, Mr Fraser said driver education should be implemented in schools.
Harold Scruby, the chairman of the Pedestrian Council of Australia, said addressing the image of speeding among young drivers was "clever and commendable".
"But I'd rather see money go into targeting offenders by using new enforcement technologies, rather than making the community pay for these campaigns."
The campaign, which runs across the state, includes TV and cinema ads, posters in bus shelters, and a 15-second "viral" internet ad that offers "speedsters" an "xtra xtra small" condom.
Mr Whelan said the campaign was timed to coincide with P-plate laws that come into effect in July.
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