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Campaign background
In July 2002 the State Government announced phase
one of its road safety package aimed at helping achieve the nationally
agreed target of 5.6 fatalities per 100 000 population by the year 2010.
The Phase 1: Speed campaign was produced to ensure the
community is aware of changes being introduced related to speed. The
campaign focuses on communicating to the community the speeding regulatory
elements that represent significant change and will impact on every
road user. Enforcement of these new laws will also result in sanctions
and penalties
Advertising objectives
The
objectives of the campaign are to:
- Provide factual and accurate information about speeding
initiatives and penalties that will apply
- Communicate the benefits of new initiatives and encourage
positive cooperation
- Inform the community of the strong relationship between
speeding and crash risk and highlight that even small increases in
speed can significantly increase the risk of crashing;
- Heighten awareness in the community of speed enforcement
and emphasise the risk of being detected when exceeding the speed
limit
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Target audience
The target audience for the campaign is:
- Motorists
- Heavy vehicle users
- Motorcyclists
- Vehicle passengers
Media strategies
The Phase 1: Speed Initiatives campaign used a combination of television, radio
and billboard commercials. The campaign featured two television commercials:
Caught by Technology
The Caught by Technology television commercial is designed to communicate
how technology is assisting police to detect speeding drivers. The advertisement
demonstrates how speeding drivers incur demerit points when detected travelling
at excess speeds (above the speed limit). It also warns drivers that all red
light cameras are now speed cameras and shows images that remind drivers that
technology focuses on every car to monitor the vehicle’s speed and the
fact that technology is overtaking speed offenders.
Ramp
The ‘Ramp’ commercial focuses on the possible consequences of
exceeding the road limit by as much as 10 or 20km. The beginning of the television
commercial shows us a damaged vehicle about to be towed. The camera then zooms
in on the ramp of the tow truck and then backs out again to reveal that the
ramp is in actual fact for a young man in a wheelchair about to enter a private
motor vehicle accompanied by his mother who is pushing him up the ramp. The
commercial aims to communicate the dangers and potential consequences of speeding.
This campaign also includes a radio commercial, ‘Caught by Technology’.
This commercial informs the community about new developments in road safety
enforcement such as red light cameras doubling as speed cameras and the demerit
points drivers incur for speeding offences. Billboards were also produced
with the key communication message, ‘Technology is overtaking speeding
drivers’.
Timing
Television advertising for the campaign commenced on 4 January 2004.
Campaign – watch or listen
Television
Caught By Technology (TV) (855 kb) 
G = General
May be broadcast at any time except during P and C (Children's) programs or adjacent to P or C periods.
Ramp (TV) (895 kb)
W = General/Warning
May be broadcast at any time except during P and C programs or adjacent to P or C periods. Exercise care when placing in cartoon and other programs promoted to children or likely to attract a substantial child audience.
Radio
To view the media you may need Windows Media Player. If you do not have the plug-in, you can install Windows Media Player from http://www.microsoft.com/Windows/Media Player/download/default.asp to install the plug-in.
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