When The Goal is Zero, Make Sure You Don’t Address Anything Significant
Many traffic authorities and road transport groups continue to manufacture the delusions of zero harm (https://www.humandymensions.com/product/zero-the-great-safety-delusion/ ), none more so than Transport for NSW Toward Zero Campaign (https://towardszero.nsw.gov.au/). They have kept up this campaign for years even though the road toll increases (https://www.transport.nsw.gov.au/roadsafety/statistics).
Of course, we all know that when something doesn’t change, keep doing more of the same.
How could it possibly be that this strategy doesn’t work? After all, just like their silly ads (https://www.youtube.com/watch?v=ra5LK8x86zU) what other number could be more acceptable than zero?
One of the best ways to make sure nothing changes is to invent a change in slogans or branding to say one has adopted a new ‘strategy’. This is what happens in HOP. Ah, we’re now doing something completely different in safety other than measuring safety performance, we are now measuring safety performance. Just see our slogans.
The most important thing is to make sure in zero land, don’t target things that actually matters. Need some evidence?
We know from research that SUV designed cars kill more people if there is an accident (https://www.rte.ie/news/world/2025/0430/1510343-suv-road-fatalities/ ). We also know they are much less fuel efficient and that they have become the most popular brand of vehicle design. Research shows that if a child is hit by an SUV the risk of fatality increases by 82%. Hey, but let’s not address the elephant in the room, let’s just keep pumping out the slogans and ads and then complain that nothing seems to be working.
After all, why should we target vehicle design, purchasing trends and car manufacturers when a toward zero campaign will do! Why change anything in safety methods when a few slogans will do, blame fixes nothing!
Of course, it’s all in the marketing. The Market wants SUVs so let’s give it to the Market. And, who creates the thirst of the Market? Those who profit from the appetite of the Market. It’s a vicious circle. Yet, we learned years ago from Malcom Gladwell (The Tipping Point), that popularity, trends, fads and the Market are fostered and fed, they don’t just happen.
So, let’s introduce you to two Archetypes. Hi Market, this is Safety, Safety, say hello to the Market. I’m sure you are going to become great friends. Hi Market, Safety also has another name, Zero. You can call Safety by either name and, after all Safety=Zero. And BTW, Market also has another name too, Greed, you can use that name also if you like.
Why would Safety target the real source of harm, when a slogan will do? Why would Safety=Zero target the Market when they are the best of friends.
Prof. Robert Long
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