“Little pinkie” hits the right spot

Back in June, the New South Wales Road and Traffic Authority (RTA) in Australia launched a provocative television advertising campaign designed to cut road accidents due to speeding in the state. The BBC explains that the TV commercials, which have been backed up by ads online, at bus stops, and in cinemas, depict "women shaking ...

Back in June, the New South Wales Road and Traffic Authority (RTA) in Australia launched a provocative television advertising campaign designed to cut road accidents due to speeding in the state. The BBC explains that the TV commercials, which have been backed up by ads online, at bus stops, and in cinemas, depict "women shaking their little finger - a gesture used to symbolise a small penis - as speeding male motorists race past." And now it seems as if the ads, with their slogan, "Speeding: No one thinks big of you,"are having a positive effect.

Back in June, the New South Wales Road and Traffic Authority (RTA) in Australia launched a provocative television advertising campaign designed to cut road accidents due to speeding in the state. The BBC explains that the TV commercials, which have been backed up by ads online, at bus stops, and in cinemas, depict "women shaking their little finger – a gesture used to symbolise a small penis – as speeding male motorists race past." And now it seems as if the ads, with their slogan, "Speeding: No one thinks big of you,"are having a positive effect.

Roughly 60 percent of young men responding in a survey commissioned by the New South Wales government said that the ad forced them to reflect on their driving habits. Although there don't seem to be any statistics revealing a decline in road accidents just yet, New South Wales Roads Minister Eric Roozendaal insists that "Wiggling your pinkie has cut through to that crucial age group of young drivers – they're using it as a way to slow their mates down and stop them acting recklessly on our roads."

Road traffic crashes are the leading cause of death among people aged between 10 and 24 around the world, according to the World Health Organization, so young men are a crucial demographic to target. Nearly 400,000 people under 25 are killed in road traffic crashes globally every year, with millions more seriously injured. And with men far more likely to die in car crashes than women (in the OECD, men are almost three times more likely to die than women), New South Wales's strategy may be worth pursuing elsewhere.

Somehow, though, I doubt that Africa and the Middle East—the regions with the world's highest road fatalities—will see their own "little pinkie" campaigns.

Prerna Mankad is a researcher at Foreign Policy.

More from Foreign Policy

Newspapers in Tehran feature on their front page news about the China-brokered deal between Iran and Saudi Arabia to restore ties, signed in Beijing the previous day, on March, 11 2023.
Newspapers in Tehran feature on their front page news about the China-brokered deal between Iran and Saudi Arabia to restore ties, signed in Beijing the previous day, on March, 11 2023.

Saudi-Iranian Détente Is a Wake-Up Call for America

The peace plan is a big deal—and it’s no accident that China brokered it.

Austin and Gallant stand at podiums side by side next to each others' national flags.
Austin and Gallant stand at podiums side by side next to each others' national flags.

The U.S.-Israel Relationship No Longer Makes Sense

If Israel and its supporters want the country to continue receiving U.S. largesse, they will need to come up with a new narrative.

Russian President Vladimir Putin lays flowers at the Moscow Kremlin Wall in the Alexander Garden during an event marking Defender of the Fatherland Day in Moscow.
Russian President Vladimir Putin lays flowers at the Moscow Kremlin Wall in the Alexander Garden during an event marking Defender of the Fatherland Day in Moscow.

Putin Is Trapped in the Sunk-Cost Fallacy of War

Moscow is grasping for meaning in a meaningless invasion.

An Iranian man holds a newspaper reporting the China-brokered deal between Iran and Saudi Arabia to restore ties, in Tehran on March 11.
An Iranian man holds a newspaper reporting the China-brokered deal between Iran and Saudi Arabia to restore ties, in Tehran on March 11.

How China’s Saudi-Iran Deal Can Serve U.S. Interests

And why there’s less to Beijing’s diplomatic breakthrough than meets the eye.