Advertising - Speed

Land mines

Backgrounder

On 9 September 2007 a new road safety television advertisement focusing on the physics of speed went to air.

Speeding is a serious road safety and major public health issue. It is still the number one killer on our roads; speeding drivers cause over 120 deaths and 2,600 injuries each year.

The target audience for this television advertisement is experienced drivers who are typically male, aged between 25-40 years. They regularly drive alone and above the speed limit on the open road.

This television advertisement focuses on the physics of cornering, by emphasising that as a car’s speed increases there is a greater probability of losing control on a bend, increasing the risk of having a crash. Fifty eight percent of all speed-related crashes occur on bends.

The message we want people to take out of this advertising is: ‘The laws of physics cannont be over come by driver skill. If I enter a bend at high speeds I am unable to predict what will occur due to the forces beyond my control. I could be seriously injured or kill myself (or someone else). The only way to reduce my risk is to slow down.’

The advertisement will be supported with radio, outdoor, print and web advertising.

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Last updated: 9 June 2009