Safe Speed Forums

It looks as if the IAM has woken up. They've undetaken to redesign their website and they have details of a new road safety campaign. But have they created a monster?

http://www.iam.org.uk/

_________________
Anyone who tells you that nothing is impossible has never bathed in a saucer of water.

Seems to me that is an effective way to raise their profile, but very likely to reinforce the negative perception that they have generally. On the whole, I suspect that it is a serious mistake.

_________________
Peter Humphries (and a green V8S)

Good grief! See their 'monsters' campaign. Are they quite mad?

sample poster

It's wrong in fact. (271,071 deaths and serious injuries)
It's wrong in image. (negative negative negative)
It's wrong in effect. (turns off)

Who wants to engage with a deadly monster?

_________________
Paul Smith
Our scrap speed cameras petition got over 28,000 sigs
The Safe Speed campaign demands a return to intelligent road safety

I wonder if TVR should complain about libelling their cars? Terrible campaign. Negative campaigning is something I'd expect Brake to come out with. The IAM should be about positive messages.

I don't think the images are too bad, but the text is too long, too negative and frankly boring. I'm not an advertising expert, but it really needs to be something people can absorb in ten seconds.

Take the bike ad for example - firstly you see the devil type bike (an alien I think), ok gets your attention. "One slip and it's got you", that's a nice title. Then the text insults the reader by implying they have "poorly developed riding skills", then it says the hazard isn't anticipated (aren't all accidents unanticipated?). The it gives you the numbers ok, 569 doesn't sound a lot though. The it says what the IAM does. I would flick over the page thinking "well I'm a good rider so I'm not interested".

If they have put a much simpler punchline such as "Last year over 500 motorcyclists died in collisions. The IAM lobbies the government on road safety issues and offers advanced driving and riding tuition, helping to make the roads safer for everyone"

Gareth

What were they saying about TVRs?

Another big 'wrong' for them is their portrayal of bike accidents. They're suggesting, through the title 'one slip and it's got you', and the implied message of the body text, that poor riders are the cause of this horrific number of bike accidents! I am not in possession of the accurate figures, but I seem to remember seeing somewhere that a significant majority of accidents involving bikes are the 'fault' of a car driver.

Urban accidents are still predomantly caused by a 3rd party - in fact there was some research recently that showed SMIDSYs were up to 80% of the problem. However while many more accidents are in urban than rural areas, most fatal accidents are rural zones where typically failing to overtake correctly and failing to corner correctly are the biggest killers.

While there is no link to power/engine size or bike style, there is a link to skill, with riders of sports tourers in the 8K per year zone representing the lowest risk.

One thing is certain - learning to overtake proeprly, learning to corner properly and regular riding can all reduce our per mile risk of being fatally injured. Anticipating and reacting to hazards can also reduce the impact of SMIDSYs too.

Hey, you think that this is a negative campaign?

It wasn't very long ago that their stand at Bike Shows only contained images of bike accidents and injured riders with layers of skin missing from limbs - what a great way to make people walk on by!

Admitedly, they have now ditched the gory images and have a few nice looking women wandering about. There is even a token "sports bike" to make them look "trendy" but, to me, they still appear clueless as to how they can attract the younger rider. The vast majority of new members will be from the middle-age and upwards bracket. Those people where "self-preservation" kicks in big time.

I suspect the "Monster" campaign is aimed at the younger, more vunerable rider, but it's still focused on the fact you're likely to be hurt or even die!!

My approach has always been...........Advanced riding skills will make you a faster, smoother rider. Your progress will improve.
But hey, as a fantastic by-product, you will be far, far safer.