Bicycle Safety Campaigns Need Better Branding and Appeal to Core Values For Success – Jennifer Heinen
Bicycles have
been a form of transportation for many since the early 19th century
(1). In the current day and age, bicycles are still being used as a way to get
to work or sightsee around the city. The number of bicycle trips in the United
States has increased from 1.7 billion to 4 billion from 2001 to 2009 according
to the National Household Travel Survey (2). There are many benefits to
choosing biking over driving beyond just having an efficient way to get around.
Riding a bike to work or to school increases the amount of physical activity performed
through daily routine, and can be part of a healthy lifestyle. It has also been
associated with reduced stress and increasing happiness, according to a BBC
report (3).
However, the
environment that cyclists face is increasingly more dangerous. Not only are
there more cyclists sharing the road, there are even more obstacles to avoid in
heavily populated towns and cities. On any given day cyclists on the road will
be dodging cars (both moving and parked), pedestrians crossing streets and also
fellow cyclists that have to share narrow bike lanes. According to the City of
New York, 92% of all bicycle fatalities in the city were due to crashes with
another car (4). Where there is an increased use of bicycle transportation, an
increased awareness of bike safety should be implemented.
Many public
health campaigns have been initiated by local administrations to advocate for
bike safety on the part of both the cyclist and the motorist. Some towns and
cities have laws for youth to wear helmets and most cities will issue
violations to bicyclists that ride on sidewalks or who run red lights. Yet even
with these laws in place, a simple observation of a busy city intersection will
demonstrate how many rules and laws are consistently broken. According to one
study, only 32% of bicyclists in Boston wear helmets (5). BU Today interviewed
local police officers who claimed to have stopped 152 cyclists for moving
violations over three days on the intersection of Commonwealth Avenue and the BU
Bridge (6). A tragic accident on Commonwealth Avenue recently brought bicycle
safety back into the spotlight. According to an article in the Boston Globe,
between January 1 and November 13 this year 579 bicycle accidents requiring
ambulance services were reported. This is up from 548 incidents (approximately
a 5% increase) from 2011 (7). After the Commonwealth Avenue incident a meeting
on bike safety was held at Boston’s City Hall. Much of the discussion focused mostly
on infrastructure, but there is still more in the way of changing the culture
of the road and the attitudes of cyclists and drivers to create a safer bicycle
riding envioronment. Although over 50 miles of bike lanes have been created
since since 2007 in Boston, bicycle advocates believe the a closer look at
safety is needed.
Boston
Bicycle Safety Campaigns
Boston is a
bustling city of over 625,000 residents (8) and the ridership rates in the city
are increasing (9). With more cyclists on the road, there is increased need for
awareness of bike safety for motorists and cyclists alike, and reinforcement of
the rules of the road. Public health
campaigns have been implemented by several organizations in the metropolitan
area in attempts to educate all parties and decrease deadly (and not deadly)
accidents.
Boston Bikes is
the official bicycle safety campaign that is currently running in the Boston
Metro area. According to the website, the program focuses on improving the city
for bikes using engineering, enforcement, education, encouragement and
evaluation (9). They have several campaigns running at the same time to promote
bicycle safety and make Boston a “world-class” city for cyclists. Some of the
initiatives include engineering more bicycle lanes to help make the streets
more bike friendly, installing bicycle racks for safe parking, a low-cost
helmet program to ensure Bostonians can have access to helmets and safety
education among other campaigns.
The Boston Public
Health Commission (BPHC) recently teamed up with the Boston Police Department
to give away free or low-cost helmets to cyclists as a way to encourage safety
while bike riding. The new Helmet Safety Campaign includes posters on T-stops
and painted stencils on bike lanes in high-trafficked areas around the city
(such as the intersection of Commonwealth Avenue and the BU Bridge) (10). The
BPHC’s website claims their message is that it is simply safer to ride with a
helmet than without one, which is absolutely true. Yet, the campaign does not
go any further into education about safe bike riding, but only emphasizes helmet
wearing.
These campaigns
each have their strengths and weaknesses, but there are some elements that are
missing between all of them, which cause the campaigns to fail to be as
effective as they can be. The rest of this paper will examine critiques of the
BPHC Helmet Safety Campaign and will defend alternative approaches to public
health campaigns focused on bicycle safety.
Critique
#1: Not reaching the target market
Attempts at
reaching the bicycle community in Boston to convey public health messages about
bike safety may not be effective, or even be seen at all. The Helmet Safety
Campaign run by the BPHC was launched in October 2012 and uses two-dozen
posters around high-bike traffic areas around Boston (10). The posters are on bus stops alongside the
bike lanes. Unfortunately, most bikers will not be stopping at bus stops to see
these posters, so the population the BPHC intended to see them probably is
missing out.
The campaign
designers used information gathered from public surveys to find out why riders
say they don’t wear a helmet while riding a bike. They used this insight to
help create headlines on the posters that address those issues, such as not
wanting to wear a helmet because of discomfort, helmet-hair or it being
unattractive. An example headline is: “And you think a helmet is uncomfortable?
There are no good excuses.” This headline is placed above a graphic photograph
of a young man lying on the ground bleeding from the head, presumably from a
bicycle crash. He is not wearing a helmet, and the message is basically saying
he is injured from the bike crash because he was not wearing a helmet. Other
two posters are similar, showing a cyclist from a crash, bleeding if not
wearing a helmet or only slightly injured if wearing a helmet.
The Helmet Safety
Campaign appears to be using the Health Belief Model, assuming that most of the
people who choose not to wear a helmet will weigh the pros and cons for wearing
a helmet, and make excuses for not wearing one (11). It is thought that those who
decide not to wear a helmet don’t anticipate getting into an accident otherwise
they would choose to wear one. The Helmet Safety Campaign page on the BPHC responds
to public criticism by answering questions such as “Won’t this campaign
discourage people from riding bikes in Boston?” and “Why do you show injured
riders in this campaign?” with simplified answers denying that the campaign is
not discouraging people from cycling and that the injuries shown encourage
wearing a helmet because of the serious risks that cyclists face. The graphic
images are reminiscent of the anti-smoking campaigns “1-800-Quit-Now” that
feature a person who has had a tracheotomy as a consequence of smoking.
However, it highlights only the consequence of not wearing a helmet to instill
fear, and is not meant to encourage behavior change.
The violent
imagery and fear tactic approach is not necessarily the way the bicycle
community feels the advertisements would be best used. Josh Zisson, a Boston-based
lawyer focusing on bike law commented on his blog Bike Safe Boston that he
takes issue with the BPHC Helmet Safety Campaign (12). He highlights that the
campaign advertises for bike crashes, because the purpose of a helmet is to
protect the head in the event of a crash, rather than advertising safe bike
riding. He cites studies that show that there is a theory of safety in numbers
for cyclists, as the more bicycles there are on the road, the more drivers will
become aware of them and use caution, and criticizes the campaign in how it can
discourage potential cyclists from getting on the road. The bottom line for him
in this campaign is “biking = crashes”, which simply is not true.
Critique
#2: Poor branding of campaign for safety
The negative reaction that Zisson
expresses on his blog is also a critique of the campaign’s lack of good
branding. The focus on the eventuality of a crash does not only use scare
tactics as their way to get people to wear a helmet, but it also does not highlight
safe bike practices to prevent
accidents. Not wearing a helmet is a big issue in urban bike commuting, but
learning how to bike safely is also a concern to help change the culture of urban
biking.
The
BPHC Helmet Safety Campaign lacks all the good aspects of branding that is done
for merchandise or concepts sold through traditional advertising markets. The catch phrase that is used is “no excuses
wear a helmet,” which sounds more like your mother telling you to “put your
coat on it’s cold outside” than any Madison Avenue advertising campaign would
use to entice you to buy into their product. This kind of catch phrase is a
great example of what Psychological Reactance Theory explains as what not to do
(13). Telling the target audience to do
something will cause them to react by trying to regain the control. The viewer
of this campaign may be thinking “I am a safe cyclist and I never wear a
helmet, so I don’t need to listen to what this advertisement is telling me.”
The graphic is
effective in that it looks like a head wearing a helmet, but it does not stand
out as graphically pleasing or memorable. In order for the target population to
relate to the “brand” of bicycle safety, they have to attach themselves to a
logo or brand of some sort. A more contemporary logo can give a campaign more
character, personality and bring more attention to the campaign.
Critique
#3: Not reaching out to public’s core values or emotions
Helmet
wearing may not even be the biggest issue in bicycle safety. It is of course a
concern for personal safety, but there is an even bigger force that drives
commuters (whether riding a bicycle, driving a car or taking public
transportation) that the campaign designers completely missed out on: the
target populations’ core values. It is of importance to the general population
of bicycle riders to not get injured or killed while riding their bike, but the
fear of being hurt is not one of their core values. It is therefore necessary
to look deeper into what motivates and inspires this population of cyclists.
Zisson also discusses on his blog how some
cyclists will make dangerous choices even though they know it is dangerous and
make excuses for their behavior (14). When cyclists run red lights they may rationalize
it because they can “tell when it is safe to cross” or because they want to
“stay out of the way” of cars by staying ahead of them. This kind of thinking
can cause an accident regardless of if the cyclist is wearing a helmet.
To
change the behavior of cyclists that are consistently making excuses for
putting themselves and others in danger, it is important to appeal to their
deepest desires and their core values. The value of personal safety may not win
out over the value of convenience, so the designers of the bicycle safety
campaigns need to discover what really matters to cyclists to encourage
cyclists to think twice when taking a greater risk or running the next red
light.
Alternative
Campaigns: ‘Why I Bike’ Viral Videos and ‘Biking Safe Is Sexy’
There are an infinite number of
ways to appeal to bicyclists to practice safe biking. The most effective will
not cause psychological reactance, will appeal to the core values of the
cyclist and should also use Marketing and Advertising Theory to articulate the
message and get to the core values. Agenda-Setting Theory can also get people
in the community talking about the public health campaign through expanding
media attention to bike safety while doing so in a positive way. Social Norms
Theory can use the power of the cycling community to make a large-scale change
of behavior to more biking safer citywide.
Several
campaigns and efforts by some individuals have been more effective than the
BPHC Helmet Safety Campaign in using some of these social behavioral theories
to promote bicycle safety. Viral videos have gained popularity, especially
among young people in urban areas where bicycle commuting is possible. The
proposed campaign will use viral video marketing and paid online advertisements
to reach the target market through a series of commercials called “Why I Bike.”
The commercials will feature men and women talking about why they choose to
ride their bicycle to work, school or social events, while showing video clips
of them riding their bikes in a safe manner. They will be real people,
exemplifying the bicycle riding community through showing how they can be
respectful cyclists and still get to their destinations and be fulfilling their
core values.
Some
of the core values represented in the campaign can be freedom, independence,
economics and efficiency. For example, a cyclist will talk about how much they
love being able to get places quickly and enjoy a little bit of sunshine after
being stuck in an office all day as a reason why they bike. Another cyclist can
talk about how they love saving money on taking their car to work and then
using that money to go on a nice vacation at the end of the year as a reason
why they bike. All cyclists will talk about why they bike safe. In all of the
videos the cyclists will be wearing helmets, lights, reflectors, and will use
turn signals, bike lanes, and wait at red lights. This will show real people
being respectful riders, encouraging other cyclists to act the same way and
showing non-cyclists why bicycles have the right to share the road.
Another
aspect of the alternative campaign will be a variety of posters placed around
the city that say “Biking Safe Is Sexy.” Instead of using graphic images of
people injured while riding their bike, the posters will feature good-looking
people wearing safety equipment such as a helmet, lights and reflectors, and
stylish yet bike-able clothing. They will show that they can still be cool,
trendy and sexy while riding a bike and being precautious of safety while
cycling. This will touch the core values of freedom and independence, proving
to people who already ride their bike that they can still be cool and unique
while being safe on the road. To those who are not yet riding their bike, it
sends the message that biking is fun, hip and it is possible to be safe while
still looking good. The messages are a lot less direct than the Helmet Safety
Campaign, but still effective in how it exemplifies regular bike riders are
concerned with safety, and the cool cyclists always wear their safety gear.
Defense
#1: Reaching the target market using proper communication channels (social
media, viral videos, bike events, at bike parking stations, intersections)
Viral videos
exemplify how Agenda-Setting theory has been used to shed light on biking
issues in cities and have received widespread attention. Casey Neistat has
received attention for his YouTube video “bike lanes” in which he sheds light
on how the traffic environment in New York City makes it difficult for cyclists
to adhere to the rules of the road (15). His video has received over 6 million
views by people all over the world, and has started a global conversation about
how cyclists can be safe in areas where they are not respected as vehicles that
share the road.
A viral video
campaign that includes positive messages about safe bicycle commuting can also
get spread through social media outlets and gain attention in local areas as
well as across the country. It can be aimed at cyclists and potential cyclists
using online marketing techniques to ensure the target market is reached in
cities where cycling rates are increasing. The video campaign will address the
Health Belief Model, showing that people can take bicycle riding seriously and
can weigh the benefits of making safety choices and believe they can look cool
and still be safe at the same time. This belief is bound to resonate with some
people who want to ride a bike because they think it is fun and cool, but are
afraid of the risk that comes with it.
The Biking Safe
Is Sexy poster campaign can target the appropriate audience of bicycle riders
by having posters placed in areas where cyclists frequent. Placing posters on
college campuses, near bicycle parking areas, on the side of Hubway stations,
major intersections where there is high traffic, and near parks where people
bring their bicycles can increase the views of the poster by the population
that is intended for the message.
Defense
#2: Grassroots sticker campaign, collaborate with designers to show bike safety
gear as fashionable and safety is sexy
“Safety Is Sexy”,
a blog that is unfortunately no longer still maintained, had a great campaign
to “erase the stigma that wearing a helmet is dorky or uncool” (16) and used
Marketing Theory to spread their message. They used a grassroots campaign-style
sticker distribution to publicize their mission and change the public
misconception about wearing helmets to that it is sexy and attractive. The
stickers they distributed said “You’d look hotter in a helmet” and were
intended to gain attention and point out that safety can also be sexy. They
used a blog to share retro ads and campaigns, cycling fashion and show pictures
of celebrities wearing helmets (17).
Stickers that say
the campaign’s catch phrase “Biking Safe Is Sexy” will be distributed in a
grassroots style similar to the “Safety Is Sexy” campaign. Cyclists will enjoy
putting the stickers on their bikes and helmets, laptops, water bottles and
anywhere else a sticker can be placed. This will bring attention to the
“underground” movement that is being led by the cycling community to spread the
word that being safe is something that is not only accepted among bicyclists,
but also looked highly upon as something cool and sexy.
It is also
possible to collaborate with designers, both local and global, to highlight
their trendy and cool clothing that can be worn while riding a bike, and
wearing safety gear. The models in the photographs that are used in the posters
can wear the designer clothing. The photograph can be compared to any other
fashion photograph, except that the model is exemplifying the best bike safety
practices while wearing the clothing on a bike.
Defense
#3: Give bikers themselves the power of making social change.
Josh Zisson of
BikeSafeBoston.com believes that the use of Social Norms Theory can be used to
create a bike safe community that is long-lasting and effective. He writes on
his blog that it is important for cyclists to prove to the public that they
deserve to be given respect on the road by respecting the road rules. By
choosing to abide by the rules and laws of the road, such as stopping at a red
light, the biker is sending a silent message to drivers, pedestrians and fellow
cyclists that they take cycling seriously and deserve to be a part of the
traffic on the road (14). The point he is trying to make is that cyclists can
advocate for themselves by setting examples for model cycling behavior. Through
their freedom of choosing to be a more respectful cyclist, they become a small
part of a bigger impact that is changing the attitude of the public towards
bicyclists to a more positive and more respectful view. This idea exemplifies
Social Norms Theory, using individual behaviors to make a large-scale change of
behavior toward safer bicycle practices.
In the viral
videos and commercials for the “Why I Bike” campaign, we will hear from
bicyclists who have chosen to take responsibility for their safety (and the
safety of others) into their own hands, taking back ownership and their
individual freedom to ride safe. They send their messages of why they bike safe
to make a cultural revolution from the ground up to make bicycling safely a
social norm, and not something that sounds like your mother is telling you what
to do. In this way, it uses Social Norms Theory and also avoids Psychological
Reactance. People are easily influenced by the actions of others, and when they
see peers being socially aware and safety-conscious, it gently pushes them
toward that behavior (18).
Conclusion
Bicycle safety is
about more than simply wearing a helmet to protect one’s self against harm in
an accident, but is also about preventing accidents. The best way to prevent
accidents is not only to protect yourself personally from injury, but also to
have the community as a whole be aware of the presence of bicyclists and give
them space on the road them while driving.
An effective
public health campaign to encourage bicycle safety would be a campaign that
sends positive messages out about cycling to the community, so that there is no
negative sentiment between drivers, pedestrians and cyclists. It would also
have to be an empowering campaign that does not incite Psychological Reactance
by cyclists, and makes safe bicycle riding the social norm. It is incredibly
important for a successful campaign to appeal to the core values of the cycling
community as well: freedom, independence and economics are some of the main
reasons why people choose to ride their bicycle when commuting to work, school
or just for fun. Finally, a successful campaign should not instill fear into
potential cyclists, but rather encourage them to be a part of a community of
safety and otherwise like-minded individuals. The more cyclists that are on the
road, the safer urban bike riding will be.
REFERENCES
1. Pedaling History. History Timeline of the Bicycle. http://www.pedalinghistory.com/PHhistory.html.
2. Bureau of Transportation
Statistics. National Household Travel
Survey. http://www.bts.gov/programs/national_household_travel_survey/.
3. BBC. Mark Easton’s UK: Happiness = Work, sleep and bicycles. http://www.bbc.co.uk/blogs/thereporters/markeaston/2011/02/happiness_work_sleep_and_bicyc.html.
4. New York
City Departments of Health and Mental Hygiene, Parks and Recreation,
Transportation and the New York City Police Department. Bicyclist Fatalities
and Serious Injuries in New York City; 1996 - 2005. 2006.
5. Osberg
JS, Stiles SC, Asare OK. Bicycle safety behavior in Paris and Boston. Accid
Anal Prev. 1998;30(5):679–687.
6. Friday,
L. BU Police Nab Cyclists Running Red Lights | BU Today | Boston University. BU
Today. http://www.bu.edu/today/2012/bu-police-nab-cyclists-running-red-lights/.
7. Conti,
K., Powers, M. Bicyclist and vehicle collide on Commonwealth Avenue in Allston
- The Boston Globe. BostonGlobe.com. http://www.bostonglobe.com/metro/2012/12/06/bicyclist-and-vehicle-collide-commonwealth-avenue-allston/CfzDL9lkoWXYbHLJIYEznM/story.html.
8. Boston
(city) QuickFacts from the US Census Bureau. http://quickfacts.census.gov/qfd/states/25/2507000.html.
10.
Helmet Safety. http://www.bphc.org/PROGRAMS/CIB/HEALTHYHOMESCOMMUNITYSUPPORTS/INJURYPREVENTION/Pages/HelmetSafety.aspx.
11. Edberg
M. Essentials of Health Behavior: Social and Behavioral Theory in Public
Health. Sudbury, MA: Jones and Bartlett Publishers, 2007, pp. 35-49.
13.
Silvia PJ. Deflecting reactance: The role of
similarity in increasing compliance and reducing resistance. Basic and Applied Social Psychology
2005; 27:277-284.
14.
Putting Your Foot Down: Part 2. http://bikesafeboston.com/post/14170967070/putting-your-foot-down-2.
15.bike
lanes by Casey Neistat.; 2011. http://www.youtube.com/watch?v=bzEIMaegzQ&feature=youtube_gdata_player.
16.
The Safety is Sexy Campaign: You’d look hipper in a
helmet. The Safety is Sexy Campaign. 2008. http://safetyissexy.blogspot.com/2008/03/youd-look-hipper-in-helmet.html.
17.
Bikes Belong
Foundation. A Review of Bicycle Safety Campaigns.
18.
Thaler RH, Sunstein CR. Following the herd (Chapter
3). Nudge: Improving Decisions About Health, Wealth, and Happiness. New
Haven, CT: Yale University Press, 2008, pp. 53-71.
Labels: Adolescent Health, Physical Activity, Pink
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