Abstract
The authors express their concerns related to a social marketing campaign from the Motor Accident Commission in South Australia entitled: ‘Lose your licence and you’re screwed’. This campaign supposedly aims to encourage young drivers to make smart decisions when they’re on the road. This objective is reasonable given the public health burden of road accidents in Australia. However, the campaign’s video (http://www.youtube.com/watch?v=J8lZT-L1ARo&feature=player_embedded) conveys its message by explicitly stigmatising cycling as an alternative mode of transportation. This is inappropriate given the important health benefits associated with commuter cycling.