Comments on: Troubling Ad Campaign From the Delaware DOT

By: db

db — Thu, 28 Aug 2008 14:09:49 +0000

I think Mike from The Bicycle Spokesman was looking for something to write about. And this ad isn’t it.

It gets the message across: drive slowly in residential neighborhoods. It’s not a how-to on killing kids on bikes.

Frankly, I think it’s a lot more personal and direct than a “share the road” sign. Now we see an actual human being on a bike, not just a bike stencil on a yellow diamond.

By: Tom

Tom — Thu, 28 Aug 2008 10:47:34 +0000

They need to test that little girl for juice, she looks like she is moving to fast.

By: The Punisher

The Punisher — Thu, 28 Aug 2008 09:39:34 +0000

Ghost as we say in the IT industry. “Flame” 0n.

By: DEMax

DEMax — Wed, 27 Aug 2008 22:47:48 +0000

Oh and my entire family cycles almost every day, recreationally, and commuting.

By: DEMax

DEMax — Wed, 27 Aug 2008 22:45:38 +0000

I also live in Delaware and I think anything that makes people look at their speedometer and consider the implications is good. There is minimal speed enforcement here is the first state, so people generally go as fast as they THINK they can handle their vehicles. You are less likely to get pulled over here for speeding than for anything else. So, getting people to at least consider their speed and it’s implications is big even if it reaches only one person.

By: Iron Man

Iron Man — Wed, 27 Aug 2008 21:43:26 +0000

Bike Jax, don’t forget “envy” and “gluttony.”

By: MarkR

MarkR — Wed, 27 Aug 2008 20:00:14 +0000

poor choice of words by DDOT.

It looks to me like spokesman’s bib shorts are a little to tight and he’s got a chamoi up his butt. and he’s itching for a fight.

Just chill the jets.

By: Ghost Rider

Ghost Rider — Wed, 27 Aug 2008 19:54:42 +0000

Matt, thanks for the insight — that sounds right on the money, too.

As a parent, I DO object to the “child + death scare = effective ad campaign”. Jeezus, couldn’t the Delaware DOT just say ” If for no other reason, do it for the children” or something to that effect? But, perhaps the bluntness of this ad IS effective — because no one wants to hit a child with their car (at least I hope).

By: Bike Jax

Bike Jax — Wed, 27 Aug 2008 19:22:06 +0000

Hi Jack. After some years working in the marketing and advertising fields. I can let you in on couple of things about the thought process of this ad.

First, a little girl is used and not a little boy for optimum use of sympathy.

I’m also willing to bet the original concept for this ad had the bike rider wearing a hemet. And it was later decided that despite having a helmet law for kids. Picturing the above child with a helmet would make her appear less sweet and thus less human. So no helmet.

It is the same fear tactics used on cyclists for years in reverse. If you don’t wear a helmet you’ll die. Instead you get, If you speed, you’ll kill someone’s sweet little girl. Fear and sex, the only marketing and advertising tools one needs.

By: cafn8

cafn8 — Wed, 27 Aug 2008 19:02:56 +0000

I agree with the others who have said that this is not about cycling. It’s about driving. The girl could be skating or playing with a ball and the ad would have the same impact. That being said, it doesn’t really make you want to hop on a bike, does it? Your biking options are A- Hurt or B- Dead. The drivers you’ll be sharing the road with choose for you based on their personal time constraints. I must admit, though, I probably put myself in the place of the cyclist more than the average non-cyclist, the ad’s intended audience.