As people gather for the tangi of the family members killed in last weekend's horror road crash, what's this clamour for road safety campaigns to stop targeting "at risk" drivers, speed and road conditions? Now we're hearing it's time to appeal instead to everyone's sense of personal responsibility. We all need to be better drivers.

What a dangerous idea.

It's true we don't drive well enough. But if you want to change public behaviour, on almost anything, "we all need to do better" is quite possibly the most ineffective message you can use. Just ask the campaigners against junk food.

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