Here’s a nice bit of film from James Cracknell. Beyond the message, it makes a really good media point. Do a big telly ad about this kind of thing, and it inevitably feels top down, nanny state, and the kind of thing you’d want to ignore almost on principle. But if it’s something peers can share, ultimately from just another cyclist (albeit a famous one) then it’s somehow more palatable and sinks in more.
I’ve never quite believed the medium is the message – but this shows how it is certainly a big part of it.
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