You need the code…

Apologies in advance for my mini-rant this evening, but the RSA children’s road safety campaign is really starting to bug me. If you’ve watched any Irish TV lately, you may have seen it.

“You need the code to cross the road. Go to RSA.ie to get the code.”

Am I the only one imagining children on their phones, looking up RSA.ie while walking blindly into traffic? Yes, yes, I know – the chances of a child randomly remembering to look up RSA.ie while out and about are slim, but that’s the image that keeps popping into my mind all the same.

Even if you ignore my overactive imagination, and think about the impact this version of the ad has on children – well, what does it teach them? “You need the code to cross the road.” Wouldn’t it be better to spend that advertising time and money drilling the code into their heads, rather than reminding them that they need it?

Earlier curiosity and irritation got the better of me, and I finally looked up the RSA site to see what the new code was. Hmmn. There was no new code. Just the same song that I learned as a child – but now with the added complication of visiting the website before you get the song.

I just don’t get it. Years ago, I remember a skit by a comedian (was it Tommy Tiernan?) where he compared our lengthy song to the simple, but effective “Stop, Look, Listen” campaign being run in the UK. Did no one in the RSA see this sketch and take heed of the fact that, funny as it was, his point was a valid one?

Let’s compare:

The Irish version
Remember,
One, look for a safe place
Two, don’t hurry, stop and wait,
Three look all around and listen before you cross the road,
Remember,
Four, let all the traffic pass you
Five, then walking straight across you
Six, keep watching,
That’s the Safe Cross Code!

Safe place, stop and wait
Safe place, stop and wait
Safe ground, look around
Listen for a traffic sound
If traffic’s coming let it pass
Until the road is clear at last
Then walking straight across the road
Keep watching, that’s the code.

Remember,
One, look for a safe place
Two, don’t hurry, stop and wait,
Three look all around and listen before you cross the road,
Remember,
Four, let all the traffic pass you
Five, then walking straight across you
Six, keep watching,
That’s the Safe Cross Code!
That’s the Safe Cross Code!
Know the Safe Cross Code!
Know the Code!

The UK version
Stop, Look, and Listen

Now it’s a catchy song, don’t get me wrong! And I have fond memories of singing it as a child. But is it really as effective as it could be? What do you think?

PS – For a little bit of nostalgia, check out the YouTube video of the original Safe Cross Code song.