heartharmony.com.au

In all countries, people are grappling with how to bring down the road toll. Most countries go for the “blood and gore” shock ads, but they are now losing their shock value. People gloss over them and no longer see them.

What is being found to be more effective, are ads that challenge the norm that it is OK to speed (or do anti-social behaviour). That it isn’t cool – and cool people don’t do it.

My favourite Aussie example comes from NSW, where teen hoons were a real problem. The RTA heard the anti-gore message and adopted a very different approach.

So how has it gone since it was released in June 2007?According to the RTA

• 53 per cent of the general population and 53 per cent of young males (17-25 years) said that they would be more likely to comment on someone’s driving as a result of seeing the ‘Pinkie’ campaign.
• 64 per cent of the general population, and 63 per cent of young male drivers, believed the campaign to have some effect in encouraging young male drivers to obey the speed limit.
• 74 per cent of the general population and 75 per cent of young males revealed strong recognition of the anti-speeding message, aimed at making speeding socially unacceptable and at undermining the perceived pay off for speeding.
• 60 per cent of the general population and 59 per cent of young males recognised the meaning behind the message, that speeding is not cool, does not impress, or is stupid.

According to the NSW Minister for Roads

“The 2008 fatality rate of 5.7 deaths per 100,000 population is the lowest since records began in 1908 and the NSW fatality rate is now the lowest amongst all the Australian States. ” However 2009 saw an increase of 86 deaths on the NSW roads.

Unfortunately there have been no publicly reported stats on the incidence of the target group (male drivers 18-25) involved in accidents and traffic infringements, to work out the true results of the campaign.

Personally, I love the campaign and would like to see it trialled in other locations (with proper statistical studies to track outcomes). What do you think?

Until next time

Ingrid Cliff

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Heart Harmony – Freelance Copywriter