THE POWER OF THE POSTER “One for the Road”

White Ribbon, Volume 26, Issue 12, 1 May 1955, Page 1

THE POWER OF THE POSTER “One for the Road”

For years, the police and other responsible officials of Britain talked and warned of “the slaughter of the roads', presenting facts to show, that the modern menace is more frightening than war in its destructions.

“But it remained for a poster—just a poster —to awaken and arouse public sentiment,” states Alert, the voice of the International Temperance Association. “When the Royal Society for the Prevention of Accidents issued the i>oster, a tremendous reaction ensued in Britain. The poster was the talk of the day. Here is its slogan: ‘ONE FOR THE ROAD may he ONE FOR THE GRAVE’/’

“The upheaval caused by this i>oster, which drew attention to one of the most serious causes of road accidents, was two-sided. First, there was the reaction of the public. Leading newspai>crs came out with editorials supporting the timeliness of the poster’s message and the right to publicize it. Seldom l.'s one advertising idea got such a play in the Press. Second, there was objection by the makers and sellers of beverage alcohol. The poster was against

their interests, they said, and urged the British Transport Commission to ban it from stations and other sites controlled by British Railways. “The sting of a reproach, is the truth of it”, and this jioster stung the liquor trade deeply, as was to be expected. Even small amounts of liquor cause the drinker to suffer in vision, judgment, and co-ordination of mind and muscles. Cottage and mansion, alike have suffered from this slaughter of the roads. Drinkcaused accidents are preventable, every one of them; and common sense, which is the new public opinion being formed by intelligent young people growing up, demands that they shall be prevented. We cannot, with safety, have speed and liquor. The choice must be made. For many, it is the difference between life and death; for still more, between being fit to do their bit as members of the community, or suffering temporary or permanent physical injury; for ALL, a greater share of joyous, gracious living, if we face the facts squarely and have the courage to make the only really wise and foolproof choice: Abstinence —safe and best for cz'cry test.”