New speed advertising campaign
Every week 12 people on average are seriously injured or killed in a speed-related crash. However a substantial portion of our society doesn’t see the connection between speeds and those injuries. Their perception is that the consequences of speeding are trivial. The problem is that as long as enough of us continue to drive at speeds above the limits, or faster than conditions suggest is sensible, people will continue to be hurt or killed.
Many people still habitually speed on the open road and around urban streets, i.e. driving faster than the traffic around them, frequent overtaking, tailgating, curve-cutting and high speeds. Yet driving fast increases both the likelihood of a crash, and the severity of that crash. The mistakes that we can all make in our driving have far more serious consequences at speed.
Individuals need to slow down, but unfortunately they don’t think they need to. They may accept that speed and injuries are related, but they refuse to make the connection between their speed and potential harm.
The target audience
The campaign aims to get drivers who live by the rule that the driver decides the speed, to recognise the vulnerability their speed creates for their passengers. They need to see that what feels comfortable for them is often not comfortable for their passengers; no one’s right to feel safe should be threatened by someone’s desire to drive fast.
The primary audience is competent male drivers aged between 35-60 years, who regularly drive a bit fast and are not keen on being asked to slow down. They’re confident in their driving ability and the fact that nothing untoward is likely to happen. They don’t see any risk with their ‘comfortable speeding’ and don’t want to slow down.
They might consider driving a bit slower when others are in the car, but they still believe that it’s their right as the driver to choose the speed they travel at. Audience research revealed some staunch beliefs in this space with comments like “My car, my rules”, “If you want to drive then you drive” and “My passengers should trust me, I always get to the destination quickly and safely”.
Their passengers may already feel vulnerable, or they may be intolerant of those who drive too fast around them, yet they don’t feel they have the right to say anything, or doubt they’ll be listened to if they do speak up.
Recent advertising has aimed to shift speeding drivers’ and the wider public’s attitudes about speed, taking the safe system approach with messages about human fragility and the inevitability of mistakes. It also aims to remind people that reducing violations is a part of the safe system, and that enforcement may be needed to encourage compliance and ultimately reduce harm.
This campaign looks at a new way in. It uses passengers to help influence speeding drivers. It focuses on the passenger’s perspective to twist the driver’s current belief that they have a right to drive at the speeds they do. In doing so, it aims to open the driver’s eyes to the way their passengers experience their speed and asks them to recognise the vulnerability that speed can create for others in the vehicle.
The campaign launches on 19 May 2019 on television, radio, outdoor (billboards), print and digital channels such as video-on-demand, YouTube and Facebook. You can view the television ad here.
There are also four online videos which support the campaign from 19 May:
You can keep up to date with all new material by checking the NZTA site
from Monday 20 May onwards.