This section focuses on our speed road safety advertising campaign. Here you can learn about the approach behind the campaign, who we target and why. You can also see the advertising material we’ve produced.
Enforcement has more to do with reducing harm than it does with issuing tickets and fines. This campaign reminds people that the role of Police is to protect those who use the road.
Many drivers habitually speed on New Zealand open roads and urban streets, failing to see the connection between vehicle speeds and crashes. Yet on average, 12 people are seriously injured or killed in a speed-related crash every week. This campaign focuses on the passenger’s perspective to help influence the speeding driver.
A big challenge in the area of speed is to stop speeding drivers from continuing to defend their perceived right to speed. Confident in their driving ability and their belief that nothing untoward is likely to happen, they refuse to make the connection between their own speed and potential harm. By showing our audience that others perceive their driving very differently to them, we hope they’ll start to rethink their behaviour.