- New hard-hitting advertising campaign to target
speeding
- Advertisements highlight the tragic consequences
of driving too fast
- Speed consistently represents the number one
killer on our roads
The Cook Government will
today launch a new hard-hitting advertising campaign to target speeding on
Western Australian roads.
The Speeding Shatters
Your Excuses campaign explores the excuses people use to justify speeding and
the tragic and all-too-frequent consequences of those decisions.
The campaign follows a
roundtable called by Premier Roger Cook this month at which road safety
advocates called for more targeted and harder hitting advertising to drive home
the road safety message.
The advertisements will
run across television, print and radio as well as billboards, cinema, streaming
services, video-on-demand and social media.
The campaign targets
young people who are over-represented in crash statistics and those who
self-identify as road rule breakers, but who are also open to be influenced to
change their attitudes and behaviours.
This covers a wide range
of people given 87 per cent of WA drivers admit to speeding and 51 per cent
consider speeding to be acceptable driving behaviour.
Earlier this month, the
Cook Government announced a $32.5 million boost to road safety initiatives on
regional roads over the next four years.
The initiatives - which
included an expansion of safety treatments, two new alcohol and drug testing
buses, increased police enforcement and new high-visibility police car livery
as well as improved traffic data gathering - follow a spike in regional road
deaths this year.
Comments attributed to Road Safety Minister David Michael:
"We know that the single
biggest factor driving our State's road toll is speed - speed plus inattention,
speed plus fatigue or both - and when we add in not wearing a seatbelt we have
a fatal cocktail.
"This is why the new road
safety campaign we are launching today is so important.
"Speeding Shatters Your
Excuses is a hard-hitting campaign, which I believe will make people think
again before they make the dangerous choice to drive too fast.
"It's a simple matter of
physics. The faster you are driving, the more likely it is for you to crash and
the faster you are travelling when you crash, the more likely it is that you
will be seriously injured or killed.
"There really are no
excuses."
