What is the one problem that we have identified with TAC - one that summarises their style and approach? Answer: They make bad ads, that lack effectiveness and which don't reach their target in our case - and they could do a lot better. Training better road users is the best approach to take where we are involved, and the evidence presented itself just this week below. Its one topic which we as riders relate to - in fact looking at Netrider its something that is most discussed. TAC were told to head in this direction, but refused to accept that advice. IMHO, the best way to reach riders is to embrace a subject that is of intense interest to them. The article below proves that approach works - and it saves lives - in this case 18 lives! IMHO - this is an opportunity that we should pursue. The story here? The story is "a proven program that has resulted in a significant reduction in rider fatality and injury exists that TAC should support and utilise to replace their much maligned The Ride ad - something that will win back rider support and generate their interest in becoming safer riders". This is a story which the public will buy. All the criticism of the ad to date, which is falling on deaf ears, is getting us far (not that we should stop bring the argument back to the RSC Inquiry's recommendation 22). This is the next stage of the process - and be incorporated into the argument. Please discus.