Advertising - Speed

Another 10 km/h

Backgrounder

On 1 November 2009, a new road safety television advertisement that focuses on speed in urban areas will go to air.

Speed continues to be one of the leading contributing causes of crashes, casualties and fatalities on New Zealand roads; last year 137 people were killed and 2631 people were injured in speed–related crashes.

Driving at high speeds on the open road is seen as the main problem but this is only part of it; urban speed is too. In urban areas more than half of all drivers habitually travel over the 50km⁄h speed limit. However, driving faster than the speed limit increases both the likelihood of a crash and the severity of that crash. Last year, there were 830 crashes (around 16 a week) in which a driver was travelling in or around town at excessive speed for the conditions, and in which someone was injured or killed.

Male drivers are still the primary offenders in speed–related crashes. They were at fault in 81% of speed–related crashes in urban areas last year. As such, this new campaign primarily targets young male drivers (16 – 29 years) who often drive faster than other drivers in urban areas. They underestimate the dangers of travelling a little bit faster than the speed limit in 50 km/h areas. They are confident with their driving ability and are comfortable that nothing untoward will happen. They are not consciously speeding – they are simply driving at speeds that are habitually comfortable.

The campaign aims to get young male drivers to habitually reduce their speed in 50 km⁄h zones. They perceive the risk of crashing, being caught or being injured from speeding as low. Consequently the objective of the campaign is to show these drivers that urban areas are full of everyday urban hazards, so any speed above the limit is dangerous – they won’t always be able to react in time to avoid every unforeseen situation in a dynamic urban environment.

The advertisement will be supported with print, radio, outdoor and online advertising which is still in development.

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Page created: 29 October 2009