Cyclist Awareness Test
by Lloyd Alter, Toronto 
on 03.12.08
London Transport is running an ad campaign to reduce the number of cyclists that are hurt on the roads, noting that only a portion of what you see actually enters your consciousness. They call it "change blindness"- people often fail to see a change in their surroundings because their attention is elsewhere. The created a great video to warn people about it. Watch it on Youtube above or the original here. via ::Matthew at Spacing Wire
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Interesting. This is a near-perfect copy of a 1999 visual cognition study done by the University of Illinois. Here's an article about the original study and a link to the original movie (the movie semi-large).
I like the use to which they've put this research.
Wow, that is a good ad. I hope it has the desired effect.