Advertising - Speed

Robbie

Backgrounder

On 4 January 2009, a new road safety television advertisement that focuses on speed went to air.

Speed continues to be a major road safety and public health problem. Last year it was the leading contributing cause of crashes, casualties and fatalities on New Zealand roads; 133 people were killed and almost 3000 people were injured in speed-related crashes.

Speeding drivers are predominantly male. In 2007, male drivers were responsible for 77% of all speed-related crashes. Accordingly, the primary target audience for this new campaign is male drivers aged between 35 – 49 years that habitually drive over the speed limit. The secondary audience is the younger male drivers they influence.

The objective of the campaign is to show speeding drivers that their driving behaviour inadvertently influences those around them and is unacceptable. We want them to slow down not only for themselves but also for the sake of the people they influence.

The message we want them to take out of this advertisement is don’t speed - slow down.

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

Return to Speed advertising page

Last updated: 9 June 2009