To celebrate EU mobility week Tom Flood, renowned Canadian communications expert and cycling advocate, will give a public lecture on ‘Reframing Road Safety’. The lecture will last approximately 45mins with time for Q&A after.

Road violence is no accident, it is the predictable outcome of a transport system which focuses on moving cars and not people. However, when people are injured or killed, the blame is often laid at the feet of the victims and not the policy makers or engineers who have designed this infrastructure. The prevailing narrative of victim blaming does not cultivate a space where real change to our autocentric transport system can happen. How we talk about who gets to use the road, what urban areas should be used for and who should be responsible for safety on our roads matters – we need to reframe and reshape the way we talk about road safety and our urban spaces. Tom, with his extensive background in marketing and communications, shifts the attention from the car to the vulnerable road user, all from the very simple perspective of a parent.

About the Speaker
Tom worked in advertising for many years, with wide range of clients, including automotive manufacturers. His direction changed after taking his kids to school on their bikes and seeing the imbalance on our streets. He now develops strategy and creative for clients through Rovélo Creative and gives talks around framing and communications as it applies to road safety, road violence and active transportation.

Once you see it, you can’t unsee it.