Campaigners Enraged Over Duffy's Diet Coke Ads

by VR Sreeraman on  February 23, 2009 at 2:24 PM Lifestyle News
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 Campaigners Enraged Over Duffy's Diet Coke Ads
Welsh singer Duffy's multi-million pound Diet Coke ads have enraged campaigners.

According to them, the 24-year-old singer is setting a bad example for her young fans because she is riding illegally through dark streets without lights or reflectors and is not wearing a helmet.

"Clearly, riding at night without lights is not something we could's illegal," the Daily Star quoted Roger Geffen, of the national cyclists' organisation CTC, as saying.

A representative for the Royal Society for the Prevention of Accidents said: "Unfortunately, advertisers do forget sometimes to make sure they are showing safe and legal behaviour when someone is using the road in an advert."

Road safety charity Brake, which campaigns for all cyclists to wear helmets, said: "We would like to see advertisers think about safety implications and what message they are sending out. Adverts which show people not belting up or cycling without lights may send the wrong messages out to viewers."

Wearing tiny shorts, tights and a close-fitting top, Duffy is seen jumping on to a racing bike just before a stage appearance.

Supping Diet Coke at the start and end of her trip and singing 'I've Gotta Be Me', she cycles through streets, a car park and a supermarket.

A rep for Coca-Cola said: "The advert is a fictional depiction of how Duffy might take some time out and is not intended to be a real-life scenario.

"Diet Coke would urge all road users, including cyclists, to adhere to the Highway Code and to follow safety advice from government and other relevant agencies," the rep added.

Source: ANI

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auslander Tuesday, February 24, 2009

What nonsense! Duffy's managers and Diet Coke must have assessed the risks and discovered that cycling is a very low risk activity. In fact, given the medical risks of inactive lifestyles and obesity there is a greater risk of not cycling.

The focus on helmets is misleading. The vast majority of serious injuries to cyclists result from collisions with motor vehicles. In the countries where helmet wearing is very common or enforced by law it has been demonstrated that helmets provide very little protection from the injuries caused by motor vehicle crashes. In several of these countries the rate of head injury stayed the same or actually increased when there was a large increase in helmet wearing.

Precisely why cycle helmets have failed our expectations as a safety intervention is not clear. What is required is a much closer examination of the causes of the most serious crashes and the mechanics of the resulting injuries.


goober Tuesday, February 24, 2009

Give me a break. Who gives a hoot. It's an advert, not a training video. The more bicycles in ads the better. I don't care if they're wearing nothing but paper sacks.

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