“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.
More from Foreign Policy

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.

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.

Putin Is Trapped in the Sunk-Cost Fallacy of War
Moscow is grasping for meaning in a meaningless invasion.

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.