Speeding drivers are predominantly male - they were responsible for 77 percent of all speed-related crashes in 2007. Accordingly, the primary target audience for this new campaign is male drivers aged between 35 – 49 years who habitually drive over the speed limit. The secondary audience is the younger male drivers they influence.
The campaign seeks to show speeding drivers that their driving behaviour inadvertently influences those around them and is unacceptable. We want them to slow down not only for themselves but also for the sake of the people they influence.
The message we want them to take out of this advertisement is don’t speed - slow down.
Radio, outdoor, print and online advertising is supporting the TV advertisement.
Key messages
- The new road safety speed advertisement that began airing on 4 January 2009.
- The campaign seeks to show speeding drivers that their driving behaviour inadvertently influences those around them and is unacceptable.
- The primary target is male drivers aged between 35 – 49 years who habitually drive over the speed limit. The secondary audience is the younger male drivers they influence.
- The message we want them to take out is don’t speed - slow down.
- Speed continues to be a major road safety and public health problem. It was the leading contributing cause of crashes, casualties and fatalities on New Zealand roads last year: speed-related crashes killed 133 people and injured almost 3000 people.
- Excessive speed caused at least 31 percent of fatal crashes in 2007.
- Speed was a cause in 2,020 crashes last year – so someone was killed or injured by a speeding driver on average every 4 ½ hours.
- Male drivers were at fault in 77 percent of speed-related crashes in 2007.
- Radio, outdoor, print and online advertising supports the TV advertisement.
