The Territory Government, in partnership with the Motor Accidents Compensation Commission, launched their first speed safety campaign over the weekend; ‘Speeding. There’s no future in it’.
The campaign directly targets male drivers, who account for 75 per cent of those killed or seriously injured on NT roads, and specifically young male drivers between the ages of 16-25, who account for 40 per cent of speed related trauma.
Department of Infrastructure, Planning and Logistics CEO Andrew Kirkman said the speed campaign was developed in response to the Territory’s road trauma statistics.
“One in five deaths and serious injuries in the NT involves speeding,” said Mr Kirkman.
“Young men are appallingly over-represented in road trauma incidences across the NT, and these statistics support a complacent attitude towards speed and road safety.
“The ‘Speeding. There’s no future in it’ and aims to appeal to young male’s common sense, and is a poignant reminder to our young men to think about what’s more important; speeding or life’s future milestones and moments?
“Looking at the attitudes Territorians have towards speeding will help us in forming future campaigns that influence behaviour change.”
The campaign is a vitally important initiative to reduce road trauma on Territory Roads, and forms part of the Territory Government’s five-year Towards Zero Road Safety Action Plan.
Spread across Territory-wide television broadcast, radio stations and social media, the campaign urges drivers to seriously reflect on their decision to speed. The integrated campaign will feature across billboards, television broadcast, including both 60 second and 30 second TVCs, while being supported across digital online advertising such as YouTube, Facebook, Instagram, and display advertising.
The Department's first speed safety initiative coincides with a recent study conducted by McGregor Tan which captured community attitudes towards speeding in the Territory.
“Disappointingly, the study showed almost half of the respondents in the NT indicated perceived speeding as low risk, and it was okay to exceed the speed limit if you’re ‘driving safely’, in particular young males, compared to only 27 per cent for the rest of Australia.
“Slowing down is the single most effective and immediate way to reduce the risk of a crash and severity of injury. Speed is a factor in every crash and speeding is not just driving faster than the posted speed limit, it’s also driving too fast for the conditions; including weather, light, traffic, road surfaces, vehicle condition and driver skills and experience.”
Last year, 50 lives were lost on NT roads and already, the NT road toll sits at six fatalities for 2019.
ENDS
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