“Drive With Your Heart” campaign in the Netherlands gets it right. 

‘Cars today are full of things that protect the driver: belts, crumple zones, airbags, ABS, electronic stability control…”

“And there is an element in the car that protects other road users.”

“That part is in you. Drive with your heart.’

Note that the woman on the bicycle is actually turning left onto a pedestrian crossing. Correct me if I’m wrong but that is technically illegal. Brilliantly, there is only focus on the motorist.

There is light at the end of the tunnel when you realise that there are people out there thinking up campaigns like this and government agencies spending money on them.