Who did this? Test care in advertising road safety

Government organization UK Transport For London, concerned about the safety of the increasing number of cyclists on London's roads continues to campaign "Take the test" .Tsel campaign developed by agency WCRS - to attract the attention of motorists to cyclists, who are far less secure and reliable position than men on machines. We are in a central video campaign - the physiological human carelessness, that he "monozadachen».

It has already been submitted to the roller with a bear, which was highly marked on the festival Cannes Lions 2008. The new spot called "KtoSdelalEto?» (WHODUNNIT?) - Of the crime, which tries to open a detective like Sherlock Holmes.





The man sitting behind the wheel, stereotyped thinking about the dangers posed to him the other cars, and the danger that he poses to humans. The danger associated with cyclists, anyway, often falls out of focus.


The official website of Transport For London prelyubopytny given information about the features of our perception and essence of the campaign:


"Passer asks you how it go there and then. While you talk to him, the two are working among you, carrying the door. At that moment a passerby trades places with one of the workers, and you continue to explain direction. But a completely different person. Do you think you would notice?

Researchers at Harvard University have done the trick with a few unsuspecting people, and more than 50% did not notice the change.

This phenomenon is known as "change blindness" - only a tiny fraction of all the information flowing into the brain enters into your consciousness. People often do not notice changes in their environment, as their attention is focused on another.


And even more strange is that if you focus on something, you can be blind to any other events that you would notice in other circumstances. This "blindness due care" - one of the reasons that the cars collide with bicycles.


It is important that road users are watching the cyclists and cyclists must do something to make sure that they see ».


via www.tfl.gov.uk/

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