Kind of curious - I always thought of Victoria as a more 'bike friendly' state than NSW but I was in Melbourne last week and there was a big banner across the freeway saying something like:
"motorcyclists will suffer 34% more injuries in a collision than car drivers" (I may have got the wording or numbers wrong but something like that - perhaps a mexican

member can tell me the accurate wording?).
In NSW they also put big banners across the overpasses but here they have things like:
"watch out for motorcyclists" and a picture of a rear view mirror.
I don't see how telling people motorcyclists are more likely to get hurt than car drivers is really going to do much to improve safety for motorcyclists.
re the ad posted - it may (possibly) make some motorcyclists behave better (a good thing) but... I would suspect it would be more likely to make non-motorcyclists think riders are idiots who only have accidents due to their own stupidity rather than think anything about their car driving behaviour and its consequences.
Just my 2c. Actually hope I'm wrong - anything that will stop pointless accidents is a good idea - I just think that ad (and the 34% banner) aren't going to practically have that much effect (or possibly have a counter effect).