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The dangers of riding a bike on Brazilian streets are being highlighted by a campaign depicting handlebars as hunting trophies

A series of advertorial posters in Brazil are highlighting the dangers drivers pose to cyclists.

The posters, by creative agency Heads Propaganda, depict morbid bashed-up handlebars displayed on wooden mounts similar to big game hunting trophies.

Not only does the imagery in each poster reference hunting, but each of the images is accompanied by a commemorative line about where the 'kill' was made. One bike was "hunted on the road" another "in the park" with the final bike "hunted at night".

A message runs alongside the series of posters which reads: “Every day, more and more cyclists are being killed in Brazilian streets and roads. Let’s respect the cyclists. Let’s stop hunting”

The message of respect between motorists and cyclists is one that transcends national borders and is as relevant here as it appears to be in Brazil.

We’ve run a story on mounted handlebars before, and it's possible they could have inspired the Brazilian road safety campaign.

In 2012 we saw a commemorative, rather than macabre, trophying of bicycles in Royal College of Art graduate Regan Appleton’s Bicycle Taxidermy.

The artist runs a service in which she affixes to wooden mounts the handlebars of much loved bicycles that have been pedalled for the last time.

Elliot joined team road.cc bright eyed, bushy tailed, and straight out of university.

Raised in front of cathode ray tube screens bearing the images of Miguel Indurain and Lance Armstrong, Elliot's always had cycling in his veins.
His balance was found on a Y-framed mountain bike around South London suburbs in the 90s, while his first taste of freedom came when he claimed his father's Giant hybrid as his own at age 16.

When Elliot's not writing for road.cc about two-wheeled sustainable transportation, he's focussing on business sustainability and the challenges facing our planet in the years to come.

4 comments

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drfabulous0 [408 posts] 3 years ago
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I wish I had mounted the bars of every bike I had ever killed in this way. Instead I made Frankenbikes.

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fatbeggaronabike [849 posts] 3 years ago
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Not having seen the adverts I am not quite sure whether this approach will discourage/make their actions socially unacceptable, or knowing the mentality of some drivers actually encourage more "hunting".

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garygarry [7 posts] 3 years ago
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last month I cycled down from Tijuca Park, which was sublime and traffic-free, into the 42C hell of Rio's streets, past the Botanical Gardens and up into Laranjeiras....n-e-v-e-r a-g-a-i-n

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kie7077 [905 posts] 3 years ago
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Because cyclists are not human and it it ok to kill them.

**censored**