Excessive speed is a contributing factor in 20% of all fatal and serious injury crashes on New Zealand roads. It continues to be a huge public health and road safety issue. Each year, around 80 people are killed and 400 are seriously injured in speed-related crashes.
While most road users recognise the risks of driving at speed and support police enforcement of the speed limits, they don’t always recognise speeding in their own driving. They might drive faster than the posted speed limit but ‘it’s only a little bit over’, eg 57km/h in a 50km/h area. They don’t see this as speeding.
Television advertising
The target audience
This campaign targets competent drivers aged between 20-49 years who drive regularly and put the ‘Ks’ in. These people drive ‘comfortably’ fast; typically a bit faster than the posted speed limit or other traffic. But they don’t consider it to be wrong or anti-social because it’s not really ‘speeding’ in their minds.
They feel competent and in control of their vehicle, but they do care about what other people think of their driving – they want to be seen as a good driver and want to feel good when driving.
Our approach
Many people feel comfortable behind the wheel, regularly driving at speeds out of habit but forget that their driving affects others. While they’re not deliberately ignoring other people who they share the road with, they’re just not conscious of how their speed affects them.
They don’t like it when others drive a little too fast in their patch, yet they don’t consider the fact that their speed, outside of their patch, makes others feel vulnerable. This campaign encourages the audience to see that other people feel exactly the same way as they do when others drive too fast in their patch.
Ultimately the goal is to get them to choose to slow down; not just to avoid a ticket but because of the effect their speed has on others. After all, no one should be made to feel unsafe on or near the road.
The campaign launched on 4 January 2015.
Outdoor advertising
Download the adshel posters .Download the adshel posters .
Billboard
Print advertising
| Posters are available to order. These are based on our outdoor advertising. If you'd like to find out more or place an order, email advertising@nzta.govt.nz . |
Online advertising
Facebook – Speedo
Facebook – Speedo (text)