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@bothwell
The rest of the site is very reasonable and cyclist-focussed. From the rest of their literature I think that the ad is supposed to be directed at drivers rather than cyclists, but it's not at all clear out of context.
Mostly looks like it's blaming the guy on the bike for not being aware enough to avoid being overtaken and then left-hooked by that white van. I don't think that's the intention, though. They've got a Facebook page if anybody wants to query it: https://www.facebook.com/pages/What-Matters-Most/432246773531045?skip_nax_wizard=true