"Stupid Twat" Cyclists Backlash Against Ill Thought Out Campaign
Thursday 15 Nov 2012

Karmarama

Karmarama has apologised for a number of ads created by a member of its staff, which used provocative language such as calling cyclists "stupid twats", to promote road safety.

The website stated: "Every year in this country there are around 19,000 reported cycling accidents on our roads, and on average 3,000 cyclists who are killed or seriously injured. Cyclists riding like stupid twats cause a percentage of these accidents so lots of accidents, injuries and deaths could therefore be avoided."

Unsuprisingly, the campaign was met with a social media backlash from the cycling community.

The campaign doesn't appear to have used any research into cycling accident statistics and was just based on one person's opinion. Statistically speaking, a very small percentage of accidents occur due to inappropriate cyclist behaviour. One look at our cycle accident map clearly shows that the issue of cyclists getting injured on our roads is one that desparately needs publicity, but not when it stirs up further animosity between motor vehicle drivers and cyclists.

Karmarama has issued an apology saying the comments from this well-intended but misjudged campaign was the initiative of a member of staff who has witnessed two horrendous cyclists deaths on the streets of London.

It claimed that an individual employed by Karmarama did the campaign of their own accord, and was not sanctioned by the agency or any of its clients.

"As a passionate cyclist, these tragedies have affected the individual deeply and we can only presume encouraged this personal action. The individual’s campaign was a personal one, not sanctioned by the company nor any of our clients."

"This individual accepts unequivocally the error of doing this and apologies profusely to all fellow cyclists and to colleagues.

"We are enormously distressed by the situation which misguidedly aimed to spark debate amongst the cycling community about the need for more responsible cycling and safer roads for cyclists."

Karmarama has issued an apology on the Ride-Smart website.

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