Advertising - Speed

Robbie

Key messages

• A new road safety speed advertisement will go to air on 4 January 2009.
• The objective of the campaign is to show speeding drivers that their driving behaviour inadvertently influences those around them and is unacceptable.
• 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 message we want them to take out of this advertisement is don’t speed - slow down.
• Speed continues to be a major road safety and public health problem. In 2007 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.
• At least 31% of fatal crashes were caused by excessive speed in 2007.
• There were 2,020 speed related crashes last year. This means someone was killed or injured by a speeding driver on average every 4 ½ hours.
• Males were the speeding drivers at fault in 77% of speed-related crashes in 2007.
• The advertisement will be supported with radio, outdoor, print and online advertising.

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Last updated: 9 June 2009