Skip to Content
Streetsblog Los Angeles home
Streetsblog Los Angeles home
Log In
Ad Nauseam

Ad Nauseum: L.A. County DPSS Thinks Bicycling Is Scary

Does depicting bicycling really stand for “when life gets rough”? Photo: Joe Linton/Streetsblog L.A.

Somehow the L.A. County Department of Social Services missed the memo that bicycling is actually really healthy and safe.

The DPSS ad, spotted last week on the Metro Red Line, communicates an important message: encouraging folks to sign up for Medi-Cal.

The ad depicts a fallen spandex cyclist. The text reads "When life gets rough." The ad falls into the all-too-common grim bicycling-equals-danger trope which shames cyclists and reinforces misperceptions about cycling safety.

Apparently because nothing says "life gets rough" quite the way bicycling does, right? Except maybe the depiction of, say, a car crash. Drivers kill more than 30,000 people annually in the United States. In 2016, driving's death toll was over 40,000 - the highest in nearly a decade, and a national disgrace. Car crash injuries are orders of magnitude higher, with more than 2 million each year.

Perhaps worst of all, the ad will likely be ineffective. Unless Medi-Cal is literally expecting disabled former cyclists will need their services, then it does beg the question of who they think they are targeting with this ad or how they think this message will reach them. To qualify for Medi-Cal, one must be 65 or older, blind, in a nursing home, pregnant, or meet other specific criteria. Not that folks in those situations cannot be spandex weekend warrior cyclists, but it is perhaps much less likely that the ad would register with the majority of people for whom Medi-Cal represents an important life-line.

Stay in touch

Sign up for our free newsletter

More from Streetsblog Los Angeles

What’s Next for Measure HLA, in the Face of Metro Opposition?

This is probably something a judge would need to decide at some point

March 21, 2025

Metro Lawyers Up Against Measure HLA, Tells L.A. City that Metro Projects Don’t Require Planned Bus/Bike/Walk Improvements

Metro: "any attempt to enforce [Measure HLA] against Metro is beyond the City's legal authority, and Metro will challenge any such attempt."

March 19, 2025

Metro Tests Foothill A Line Extension, Authority Prepares to Construct Next Segment

Emergency drills are being practiced and vital systems double checked while a final price tag and start date are being worked out for Pomona to Montclair.

March 19, 2025
See all posts