Road safety ad mocked for 'blaming the cyclist' over deaths

The government's latest road safety ad has sparked criticism for blaming cyclists killed in collisions with lorries.

The Department of Transport Think! campaign, which launched yesterday, aims to reduce the number of cyclists killed by heavy goods vehicles at junctions. The government said a third of such deaths happen when lorries turn left. 

The ad shows clips of two boxers fighting and meat being chopped with a cleaver – demonstrating things that you should not get caught between – to make the comparison between a cyclist and a lorry.

But Caroline Russell, a London Assembly member, told The London Evening Standard that the ad shows the government was "victim-blaming" with the campaign. 

Jeremy Vine, the BBC Radio 2 presenter, also critcised the ad for association cycling with active meat cleavers.

The ad, created by Abbott Mead Vickers BBDO, broke online yesterday and will run on YouTube, Facebook and Twitter.