Thursday, 1 August 2013

The Nice Way Code

As pretty much everyone who has a vested interest in cycling, walking and sustainable travel will know, this week saw the launch (before the actual launch) of the Nice Way Code

I was a bit amused that a company entrusted with nearly £500K of public money chose to launch and have a press call before the actual launch.

It produced odd pictures such as this:

I believe it has since been removed. But it took a number of people to point out why it was a very much flawed picture for a road safety campaign.  I will leave you to play Highway Code Bingo with it.......

This was also part of its launch

The Nice Way Code is based on a theory of mutual respect.  I quote " Let’s face it we all have to share the roads. Until the world is a perfect place there are some simple rules we can all follow to make it safer for everyone out there"

I quote the video "targeting pedestrians, cyclists and motorists"

I won't spend my time pulling apart the Nice Way Code Campaign. That is been covered much much better than I ever can here The Car and The Kitten

What I will say is Keith Brown MSP goes on to say "trying to increase the tolerance that should exist between users of the road" and "trying to encourage people to be more tolerant of each others needs"


"Thats how we got good figures in terms of drink driving, over a period of time trying to change the culture"

Ohhhhh kaayyyyyy

Rewind there........

Back to ANY drink drive campaign you have EVER SEEN.

Yup, he IS RIGHT.  They do try and change the culture.


They did do a great job.

Because people were dying, they had a targeted campaign to explain to the people doing the killing, it just wasnt fucking on.

Can any of you remember one campaign for drink driving that said....

"Pedestrians, try not to walk around between the hours of 1 am and 6 am because there may well be drunk drivers about and you might get run over by them"

"cyclists, try not to run red lights because its illegal and a drunk driver might be coming through the opposite way and you will most likely be killed.  You are a vulnerable road user and you need to take responsibility for your own safety by not doing illegal shit"

"kids, always wear a helmet because you don't know when you are cycling in the morning if the person next to you in the huge car hasn't been drinking until 3 am the night before"

Putting the responsibility of the guilty party onto the shoulders of the vulnerable road users in this instance sounds perverse doesn't it?

But that is exactly what they are doing and exactly the parallels they are drawing, Not me.


Just when I thought it couldn't get much worse.

They actually launch.

And what was it we were all told to patiently wait for?


I am now patiently waiting for the videos that will play on other stereotypes.  The one of the 'White Van Man' followed by the usual parody of 'The BMW/Audi/Mec Driver'.

Because so far, that is all the Nice Way Code seems to have done.

Reinforce stereotypes and give misinformed motorists a mouth piece.

Beyond that they seem to be having fun with the twitter account

Lovely, just what a Road Safety campaign needs. People being sarcastic about people being killed by HGV's

Thank goodness the Nice Way Code is in Scotland. I think they would probably be lynched if they were in London where the death toll amongst cyclists continues to rise.

Next we try to compare the campaign to the Kick It Out Campaign

Seriously? This is getting beyond parody now.

I could not find a better analogy than one tweeted to me "I think the equivalent would have been asking black players to be less annoying as well as asking white fans not to abuse them"

If the people at the Nice Way Code can't see this, then I despair.


  1. Holy crap bags! Emma has nailed it again. Oi!Keith Brown MSP, hang your head in shame, with this obscene campaign

  2. As the judge said, she has to take some blame for her own death for not wearing a helmet, regardless of whether lack thereof contributed to the accident or the appalling tragic outcome. Did the Niceway Code team go to the same school of uncommon sense?

  3. Love it EcoWarriorMe - will use Uncommon-sense if I can somewhere today. For Highway Code Bingo do check out 1'1" in to the video for the spot the mistake.

    Is there also some hidden allegorical reference in the fact that the Niceway Code lollipop is all floppy and bendy in the breeze? Or was it just a hastily prepared throw away prop for the launch video?

  4. Still cannot believe that both the CTC and Sustrans appear to back such an ineffective, expensive campaign :( It doesn't officially launch till the 5th Aug but I won't be holding my breath...

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