Controversial Road Safety Advert Accused Of ‘Pedestrian Victim Blaming’

Joe Harker


Controversial Road Safety Advert Accused Of 'Pedestrian Victim Blaming'Société de l’assurance automobile du Québec

A road safety advert from Quebec has caused a stir online after it depicted the people looking at it getting run over by a car.

The advert was posted to the Reddit thread r/Unexpected, and showed a bus stop set up with hi-tech screens that showed the skeletons of the people watching. As if in an X-ray machine, the skeletons mimicked the movements of anyone standing in front of it long enough.

People initially had fun with the screens, dancing and waving to watch their skeletons do the same thing back to them. However, things then took a dramatic turn, as in each case a car drove across the screen and ran over the skeletons, shocking the people who had been enjoying the advert.

Viewers were treated to the road safety message ‘bone vs steel, you don’t stand a chance’, with one of the participants in the advert describing the impact as ‘striking’.

However, plenty of Redditors disagreed with the advert and some accused it of victim blaming.

After all, when it comes to pedestrians getting hit by cars you might think that greater responsibility lies with the person in charge of the car.

Road Safety Advert in Quebec (Quebec)Société de l’assurance automobile du Québec

One commenter suggested they should instead ‘make the city less car-centric and more pedestrian friendly’, while another wondered why the money going on adverts targeted at pedestrians wasn’t sent towards erecting proper crossings.

Meanwhile, others liked the advert as it got the point across without any gore and didn’t try to be subtle about an important subject.

According to the Montreal Gazette, the advert was created in 2018 in response to pedestrian safety figures ‘going the wrong way in the last few years’.

If you have a story you want to tell, send it to UNILAD via [email protected]

Topics: Viral, Advert, Victim Blaming


Reddit and 1 other
  1. Reddit

    Well that's one way to spread road safety awareness

  2. Montreal Gazette

    Scared safe: Jarring new SAAQ campaign aims to surprise pedestrians

Joe Harker
More like this

Chosen for YouChosen for You


Elon Musk says the Tesla Cybertruck will be waterproof and can be used as a boat

an hour ago

Most Read StoriesMost Read

‘Disgusted’ Netflix viewers turn off Blonde after 20 minutes and call it 'unwatchable'

3 hours ago