Road Safety Advertising

Plenary on 2006-12-06
Session date: 
December 6, 2006
Question By: 
Jenny Jones
City Hall Greens
Asked Of: 
Peter Hendy (Commissioner, Transport for London)


Are you convinced that TfL's education campaigns on child and teenager road safety place sufficient emphasis on road users behaving responsibly? Are you convinced that they avoid the trap of blaming the victim?


Answer for Road Safety Advertising

Answer for Road Safety Advertising

Answered By: 
Peter Hendy (Commissioner, Transport for London)

Our campaigns for children and teenagers, such as Children's Traffic Club and `Don't die before you've lived', do concentrate on safer behaviour and the consequences of a moment's inattention. Our campaigns for the young drivers, such as `for my girlfriend', `boy racer' and `share the road', encourage responsible driving and riding. We do understand the dangers of `blaming the victim' and do consider this when developing campaigns.

Our objective is always to develop the most effective campaign for each specific group identified by the casualty statistics and we rely heavily on research and advice from marketing professionals in designing specific campaigns.