We live in a car culture. The fact that Canberra was built for cars is displayed in our public funding, road duplications, and many other cultural artefacts.
Reacting to climate change, giving up smoking, aids prevention, it is all the same really. We want people to change their behaviour to protect themselves. But habits, hard to change. Government messaging needs to be effective. Advertising dollars can be easily wasted. The discussion around COVID-19 advertising makes clear, what does and does not work. With driver behaviour a major factor in the safety of vulnerable road users, we must change the car culture so that drivers are protective of vulnerable road users.
Active travel means changing culture. You need to address cultural icons of which the strongest are a “rite of passage”. Traditionally in Australia, getting your drivers licence has been one of those rites.