Don't know, but whatever it is it needs a degree of culture change, in
much the same way that to cut down car use people need to get past
"default behaviour" and actually *think* about the best way to do a
journey, which might be a car, but may well not be. It takes more than
an advert to really change behaviour.

Hmm - I sometimes wonder what it does take.

I've just written a piece on Cold Weather Tyres - or winter tyres to most
folks. Technically Cold Weather Tyres are required an amazing seven months
of the year in the UK, yet sales are derisory. Why does that matter? Well
because there is proof that the technology used to make CWT is such that in
monitored markets it reduced the number of accidents considerably and the
fatalities by at least 8 per cent.

The Netherlands were in the same situation as the UK a few years ago. They
had pressed and pressed for a move to winter tyres in cold weather but had
got nowhere until they launched a two year press/ media and linked sales
campaign. Now sales are skyrocketing and accidents in cold weather
conditions are down.

In the UK the tyre industry has two campaigns, both linked, one for cold
weather tyres, the other for a minimum tread depth of 3mm on cars. Yet at
Tyre Industry Council roadside checks as many as 21 per cent of motorists
have faulty or illegal tyres.

That may not seem related to energy saving and the fight against hydro power
destroying kayaking locations, but the mentality of the general public is
exactly the same - unless of course the problem is in their own back yard.

Ewan Scott