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@hoefla
Regardless of personality and internal politics. In terms of PR - which is what the whole thing is about - I just think they're missing a trick. If you're going to go tasteless then go tasteless. Include everyone who has died on the roads, triple the number of coffins. Have small coffins for children etc. Go the full works.
I think in general you don't get people (people who drive or use motorised vehicles) "on side" by pointing fingers and telling them they're bad, a bit like very few internet arguments result in someone changing their mind because they're being derided. But there might be a threshold where it shifts from denial/annoyance to... something. I'm not sure. But I think it doesn't work at low levels. I really don't think it works to present cyclists as a special group in need of protection from the bad meanies. It's too easily dismissed by those who "don't like cyclists" in the first place.