If it is Flooded - Forget It

‘If it is flooded, forget it!’ - This very successful advertising campaign is conducted every summer with the onset of the wet season. This campaign tells us to never assume anything. Do not assume the depth of the water. Do not assume the height and power of your car. Do not assume the strength of current. Do not assume your level of intelligence.

This is certainly fair comment. We should not assume that conditions at any one time will be the same as the last time we visited.  It’s also a fair assumption that we should take care, that we should be mindful, even if we feel it is ok, that we could put others in danger. This campaign targets all drivers, both experienced and the not so experienced, as no one sector has the mortgage on stupidity. 

Other media campaigns have targeted many worthwhile causes and prove that these are very powerful tools to change the mindset of society.  We have seen campaigns targeting the use of mobile phones while driving; targeting drivers not leaving children and animals in the car while parked; targeting having each and every passenger, including animals, buckled up and safe. The iconic campaign - ‘Drink and drive, and you’re a bloody idiot’ has been a major success, with drink driving now being socially unacceptable, and truly changing the behavior of a nation.   

 

The government has targeted many areas over the years, from obesity, lifestyle, alcohol, drugs, etc etc.  Cigarette advertising has ceased.  In shops tobacco products are now stored behind closed doors so they are not visible or attractive to the young.  No-one under eighteen is able to buy tobacco or alcohol products. All of these campaigns are valid and, even though tobacco is still glorified along with alcohol in Hollywood movies, the use of tobacco products has certainly declined majorly in recent years. I am not so sure the alcohol consumption message is getting through yet! As people seem to think that someone else is responsible for our behavior these days, these government campaigns will become more intense and attempt to change the way we live our lives. The government will attempt to become our moral compass and change our behavior through media campaigns, rules and regulations, and fees and fines. Is this a good thing? I do not know and I will let you be the judge.

 

However, if you doubt the effectiveness of advertising campaigns, just drive your modest little sedan between the hours of 7 and 9 in the mornings and, again in the hours of 2 and 4 in the afternoon and you will find the media campaigns for 4WDriving has encouraged these drivers to believe that they can do anything. These drivers know all the conditions of the road, whether its flooding or fine weather.  One could say they are bullet proof, and their 4WD’s are designed for the rough conditions that we call school zones. The lady that whips off her belt and beats the snake to death is alive and well, with the 4x4’s, butt whipping those in smaller cars in the school zones. 

Quite often you see them mounting curbs, nosing their way in to lanes, parking wherever they want, intimidating the small cars, and why?  Because the advertising campaigns that the major car manufacturers run, show the captive audience, that these creatures of the off road can do anything. They are big and robus,t and appear to be able to go anywhere. Do we see those manufacturers tagged with the slogan ‘Drive moderately’ as you do with liquor shop advertising.  I don't think so! 

 

How many times do you have to hear your rear cameras going off  to tell you that this off road creature is up your tail and they mean business with that 10 tonne bull bar. I am sure the beeps of the camera are sounding out a warning that I am about to be violated in my derriere. Or, is it screaming, ‘Get over! This bull bar means business!’ After all it can climb mountains, drive through rivers, run along our sandy beaches, and my car is a mere pebble in its way.  

 

Yes, advertising is a great tool and it shows us to be aware, to take care, but it also works on the other side of the pendulum building up an image of self importance and invincibility. God knows how many of these drivers believe these campaigns that they can do anything and don't have to think. This vehicle climbs cliffs, crawls across boulders and flies across the outback so my anxiety level has increased. The tools I have taken from those campaigns shows me there are a few tools behind the giant wheels around me.  

 

I am not jealous of these creatures of the outback but, while in the cities, do they think that they own the roads as well.  Do you see people like me driving across the great outback in my sedan or driving along our pristine beaches?  The answer is, ‘No’. Because the manufacturer of my car did not advertise my car was bullet proof.  Even my parking assist tells me to proceed with care.  When I start it, an ‘accept ‘ sign makes me press, to say I am aware of the navigation system.  Maybe the 4WD’s should have an ‘accept’ that they share  the road with others that are smaller than they are and proceed with care. 

 

These two sides of the pendulum demonstrate just how effective advertising is! Maybe it is time the invincibility of the tool behind the wheel of the 4 wheel drive was tempered, and a few responsibilities of courteous and safe driving practices were highlighted for the owners of these vehicles. The present media representation is delivering the wrong message. I’m sure that if I owned a vehicle like this, treated it the way the advertisements say, my insurance company may have something to say or not pay out. If the manufacturers of these vehicles are not prepared to temper the invincibility of the owners, maybe the government should help to take these fuel guzzling monsters off off the road by taxing them out of existence. Exempt our farmers, mining, and true campers and off roaders but the suburban terrorists need to some incentive to change their behaviour. It has worked with smokers!!!!!!

 

These are my thoughts and I would sure like to have your views on the matter so drop me a line.  Another campaign that is dear to my heart is stopping bullying. However bullying takes on a whole new meaning in school time driving. 

Cheers.