Developing safety promotion, education and advertising programmes

This page relates to the 2024-27 National Land Transport Programme.

Introduction

Safety promotion, education and advertising activities promote the safe use of the land transport network through education, advertising, awareness raising and by sharing public information with users of the transport network.

Safety promotion, education and advertising activities have the following objectives:

• advance the focus areas and priorities of the Government Policy Statement on land transport (GPS) 2024 and actions identified in the government’s New Zealand’s Road Safety Objectives document
  New Zealand Road Safety Objectives(external link)

• achieve safer outcomes by working with local communities to identify and address regional and local road safety focus areas
• develop national, regional and local road safety partnerships to ensure an integrated and connected approach to achieving road safety outcomes.

Developing a programme of activities 

Safety promotion, education and advertising activities are submitted through the work category 432: safety promotion, education and advertising in Transport Investment Online (TIO).

Work category 432: safety promotion, education and advertising

Transport Investment Online(external link)

Programmes should be integrated with other safety-related programmes as well as align with national, regional and local programmes.

A programme must align to the GPS’s strategic priorities, New Zealand’s Road Safety Objectives, and reflect the Safe System approach. Robust planning processes will ensure that appropriate options have been considered in the development of the proposed programme.

Clustering 

Clustering for making funding requests

Where 2 or more approved organisations have formed a cluster for the purpose of making a funding request for safety promotion, education and advertising activities then one funding request is made by the lead organisation. The funding assistance rate (FAR) to be applied to the approved amount is the weighted average normal FAR of the contributing members of the cluster. The weights are the proportions of the total cost of the activity that each member contributes. The weighted average FAR will be manually adjusted in TIO and will be applied to the activity in the lead organisation’s programme.

This weighted FAR is to provide the same amount of financial assistance to the safety promotion, education and advertising activity as would have occurred if each member of the cluster had individually made a funding request for their portion of the combined amount.

Any funding requests from NZ Transport Agency Waka Kotahi (NZTA; for its own activities) are made separately from other approved organisations and are not to be included in clusters for the calculation of a cluster FAR.

Clustering for delivery

Approved organisations may combine to achieve more effective delivery. For example, 2 or more councils may individually make funding requests and then combine to engage a resource to deliver the programme across multiple organisations.

Checklist

Approved organisations and NZTA (for its own activities) should follow the below steps in planning road safety activities:

• Understand key local, regional and national objectives using the relevant strategic documents, GPS 2024, New Zealand’s Road Safety Objectives, regional land transport plans and activity management plans.
• Identify your key risks or opportunities.
• Consider appropriate data sources, such as the Crash Analysis System or Accident Compensation Corporation data, police reports and the NZTA Waka Kotahi Communities at risk register or other available data tools and sources.
  Communities at risk register

• Assess feasibility of the programme based on budget, resources, possible constraints and priorities.
• Check eligibility of planned activities against our criteria and profile each activity using the Investment Prioritisation Method.
  2024-27 NLTP Investment Prioritisation Method

• Ensure all information is included and is relevant to project scale, complexity and planned implementation.
• Identify measurable deliverables and outcomes and ensure monitoring processes are in place.
• Consider the financial threshold for safety promotion, education and advertising:
  • Individual activities with a value less than $2 million may be grouped together under a common theme.
  • Individual activities with a value greater than or equal to $2 million must be submitted with a supporting business case as an improvement project.

A completed activity list is required to be eligible for funding approval.

Safety promotion, education and advertising - activity list template (webpage yet to come)

Advertising

Advertising, for example billboards, radio, television, digital, print and other media is only available to NZTA (for its own activities).

Supporting information required in the activity list

Funding requests should:

• reflect GPS 2024 focus areas and New Zealand’s Road Safety Objectives
• reflect identified regional or local road safety risks
• consider and identify an appropriate target audience
• describe individual activities or programmes that will be delivered
• list the objectives and outcomes for each activity or programme
• provide an outline of deliverables and monitoring requirements to assess the effectiveness of an activity or programme.