Speeding. No One Thinks Big of You
Target audience: Speeding is the biggest road safety issue and young males are at greatest risk. The primary target audience for this campaign was male drivers 17 – 25 years, however the campaign was able to reach the wider community as well.
Campaign execution: The creative approach was to increase the social unacceptability of speeding within the community. To combat the speeders’ behaviour and perception that speeding is a manly act, the RTA created a device - the ‘Pinkie’ - to undermine their feelings of coolness and empower the community. This is further reinforced by the tag-line ‘Speeding. No one thinks big of you’. The key elements included television, cinema, outdoor, print and online advertising as well as public relations. One of the key innovations of ‘Speeding. No one thinks big of you’ was delivering the anti-speeding message in a youthful, non-authoritative way.
Evaluation: Research showed the anti-speeding message in the ‘Speeding: No one thinks big of you’ campaign hit home and had an effect on driver attitudes. An independent survey, commissioned by the RTA’s Road Safety Marketing, found:
Target audience: Speeding is the biggest road safety issue and young males are at greatest risk. The primary target audience for this campaign was male drivers 17 – 25 years, however the campaign was able to reach the wider community as well.
Campaign execution: The creative approach was to increase the social unacceptability of speeding within the community. To combat the speeders’ behaviour and perception that speeding is a manly act, the RTA created a device - the ‘Pinkie’ - to undermine their feelings of coolness and empower the community. This is further reinforced by the tag-line ‘Speeding. No one thinks big of you’. The key elements included television, cinema, outdoor, print and online advertising as well as public relations. One of the key innovations of ‘Speeding. No one thinks big of you’ was delivering the anti-speeding message in a youthful, non-authoritative way.
Evaluation: Research showed the anti-speeding message in the ‘Speeding: No one thinks big of you’ campaign hit home and had an effect on driver attitudes. An independent survey, commissioned by the RTA’s Road Safety Marketing, found:
- 53% of the general population and 53% 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% of the general population, and 63% of young male drivers, believed the campaign to have some effect in encouraging young male drivers to obey the speed limit.
- 74% of the general population and 75% 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
Setting the criteria for success
1. Achieve high salience, quickly
By definition, a social awareness campaign must make a lot of people aware of the issue and the solution quickly. Even more so, our campaign had to have social currency to damage speeding’s social aura. It had to be bigger than a single TVC; it had to live in the public consciousness and create a critical mass of involvement and media impact beyond its modest spend.
2. Be persuasive and enlist passengers and the wider community as ambassadors
The RTA had to take an untried peer-to-peer approach to cut-through and persuade the audience. We had to empower passengers and onlookers and make speeding socially unacceptable. If drivers wouldn’t listen to the RTA, they would have to listen to their mates.
3. Bring about a decrease in the incidence of speeding
Deaths from speeding would only decrease as incidences of speeding behaviour decreased.
4. Save young lives
Lowering the youth speeding road toll was our priority, but we wanted the conversation to be overheard by all drivers and save other drivers too
1. Achieve high salience, quickly
By definition, a social awareness campaign must make a lot of people aware of the issue and the solution quickly. Even more so, our campaign had to have social currency to damage speeding’s social aura. It had to be bigger than a single TVC; it had to live in the public consciousness and create a critical mass of involvement and media impact beyond its modest spend.
2. Be persuasive and enlist passengers and the wider community as ambassadors
The RTA had to take an untried peer-to-peer approach to cut-through and persuade the audience. We had to empower passengers and onlookers and make speeding socially unacceptable. If drivers wouldn’t listen to the RTA, they would have to listen to their mates.
3. Bring about a decrease in the incidence of speeding
Deaths from speeding would only decrease as incidences of speeding behaviour decreased.
4. Save young lives
Lowering the youth speeding road toll was our priority, but we wanted the conversation to be overheard by all drivers and save other drivers too
The Delivery: ‘Speeding. No one thinks big of you.'
The creative idea was to undermine the speeding driver by giving him a very real, very immediate consequence to his actions. You might not die, but speed and everyone will think you’re an idiot.
The creative idea was to undermine the speeding driver by giving him a very real, very immediate consequence to his actions. You might not die, but speed and everyone will think you’re an idiot.
Measuring Campaign Effectiveness
‘Pinkie’ launched in June 2007 and for a cost of $2 million fulfilled our four success criteria:
1. It was the most salient youth speeding campaign ever, causing a pop-culture storm and making one of the biggest global media impacts in Australian communications history.
2. It was the most persuasive youth speeding campaign ever and successfully empowered passengers to brandish the ‘Pinkie’ gesture.
3. It brought about a decrease in the incidence of speeding behaviour.
4. It helped save over 50 young Aussie blokes from speeding to their deaths and helped reduce the total road toll due to speeding.
‘Pinkie’ launched in June 2007 and for a cost of $2 million fulfilled our four success criteria:
1. It was the most salient youth speeding campaign ever, causing a pop-culture storm and making one of the biggest global media impacts in Australian communications history.
2. It was the most persuasive youth speeding campaign ever and successfully empowered passengers to brandish the ‘Pinkie’ gesture.
3. It brought about a decrease in the incidence of speeding behaviour.
4. It helped save over 50 young Aussie blokes from speeding to their deaths and helped reduce the total road toll due to speeding.
The number of youth speeding fatalities was nearly halved
The number of 17-25 year-old males killed in speeding crashes dropped from 64 in 2006 to 35 in 2007, the year ‘Pinkie’ launched. The toll remained significantly lower than pre-campaign levels, with just 37 young deaths in 2008. Before ‘Pinkie’ launched in 2007, youth speeding fatalities were increasing. Without ‘Pinkie’ this upward trend might have continued, or at the very least stayed the same. Looking at actual youth speeding deaths, we see that 29 lives were saved in 2007 and another 27 lives saved in 2008, given this assumption.
The number of 17-25 year-old males killed in speeding crashes dropped from 64 in 2006 to 35 in 2007, the year ‘Pinkie’ launched. The toll remained significantly lower than pre-campaign levels, with just 37 young deaths in 2008. Before ‘Pinkie’ launched in 2007, youth speeding fatalities were increasing. Without ‘Pinkie’ this upward trend might have continued, or at the very least stayed the same. Looking at actual youth speeding deaths, we see that 29 lives were saved in 2007 and another 27 lives saved in 2008, given this assumption.
Health Determinants
Sociocultural
The health initiative aims to improve sociocultural factors by targeting young males in society. Road fatalities remain highest in young males. A desire for young people to be independent at an earlier age may lead to a lack of access to support networks and to earlier car ownership. By targeting young males and pronouncing ''speeding'' as socially unacceptable, the change in culture around young people changed. Speeding is now seen as an unnecessary and ignorant thing to do and is culturally and socially unacceptable. Thus, death rates have seen to have halved since.
Sociocultural
The health initiative aims to improve sociocultural factors by targeting young males in society. Road fatalities remain highest in young males. A desire for young people to be independent at an earlier age may lead to a lack of access to support networks and to earlier car ownership. By targeting young males and pronouncing ''speeding'' as socially unacceptable, the change in culture around young people changed. Speeding is now seen as an unnecessary and ignorant thing to do and is culturally and socially unacceptable. Thus, death rates have seen to have halved since.
Socioeconomic
People from socioeconomically disadvantaged backgrounds are more likely to suffer from injuries that lead to hospitalisation and fatality. This is due to lower education levels that increase risk-taking behaviour. This campaign has developed young people's personal skills by educating them on safety driving skills. The decrease in death rates also illustrates their success in reducing fatalities which empowers young people to engage in safety behaviour.
Environmental
Environmental health risks are factors outside of the body that can affect a person's wellbeing. Examples include the quality of their air, food and water supply or their exposure to hazardous materials. Preventing or reducing the risk of illness, injury or disease in the community is important for environmental health. This health initiative makes the environment safer by addressing speed issues that only put young people at risk, but others as well. As a result, car manufacturers have improved car technology and incorporated safety features such as airbags, reverse cameras as standard.
People from socioeconomically disadvantaged backgrounds are more likely to suffer from injuries that lead to hospitalisation and fatality. This is due to lower education levels that increase risk-taking behaviour. This campaign has developed young people's personal skills by educating them on safety driving skills. The decrease in death rates also illustrates their success in reducing fatalities which empowers young people to engage in safety behaviour.
Environmental
Environmental health risks are factors outside of the body that can affect a person's wellbeing. Examples include the quality of their air, food and water supply or their exposure to hazardous materials. Preventing or reducing the risk of illness, injury or disease in the community is important for environmental health. This health initiative makes the environment safer by addressing speed issues that only put young people at risk, but others as well. As a result, car manufacturers have improved car technology and incorporated safety features such as airbags, reverse cameras as standard.
Further Improvements
This health initiative has proved to have been successful. However, it could be enhanced with some further adjustments sure to improve the overall levels of health of young people I Australia. These include:
1. Instead of portraying young people as such risk-takers, the initiative should take on a new route of empowering young people and educating them on how to drive safely and not speed as it is causes unnecessary trouble. The health initiative should send young people on their Provisional 1 licence to participate in defence driving courses . The Defensive Driving course provides post licence driver training to raise awareness and skill, and to assess potential dangers associated with the wrong attitude. This is achieved through theoretical and practical driving sessions in the participants' own vehicles. Young drivers are inexperienced and lack intrinsic reaction skills to driving, thus a defence driving course provided to all young drivers would enable safe participation when driving and bring speeding to a halt.
This health initiative has proved to have been successful. However, it could be enhanced with some further adjustments sure to improve the overall levels of health of young people I Australia. These include:
1. Instead of portraying young people as such risk-takers, the initiative should take on a new route of empowering young people and educating them on how to drive safely and not speed as it is causes unnecessary trouble. The health initiative should send young people on their Provisional 1 licence to participate in defence driving courses . The Defensive Driving course provides post licence driver training to raise awareness and skill, and to assess potential dangers associated with the wrong attitude. This is achieved through theoretical and practical driving sessions in the participants' own vehicles. Young drivers are inexperienced and lack intrinsic reaction skills to driving, thus a defence driving course provided to all young drivers would enable safe participation when driving and bring speeding to a halt.
''Don't Rush- How Sorry Will You Be?'' Campaign
Target Audience- Speed-related crashes in NSW are predominantly a male problem. Of all drivers involved in fatal speed-related crashes; 80% were males, 40% were males under 30. The primary audience for this health initiative was males aged 19-40.
Campaign Execution: The main message of the campaign, “Don’t Rush”, was appropriate for speeding and driver fatigue. Other campaign messages included:
Campaign Execution: The main message of the campaign, “Don’t Rush”, was appropriate for speeding and driver fatigue. Other campaign messages included:
- There are consequences for speeding
- Speeding is socially unacceptable
- Driving to the road conditions will reduce chances
of a crash
- Unsafe driving impacts on more than the individuals
involved in the crash
- Stop .Revive. Survive.
Evaluation and Its Effectiveness-
Speed cameras save livesThis version of Don't Rush focuses on prevention and highlights the human cost associated with speed-related crashes. The campaign shows the impact of a speed-related crash on the community and how this can be prevented if people stick to the speed limit.
Slowing down means that ambulance officers, police, rescue teams, doctors and coroners don't have to attend these preventable incidents. Slowing down also means that husbands, wives and children don't have to live without their loved ones.
Main messagesSpeed-related crashes happen every week in NSW. Speed cameras support high visibility policing and are put in high-risk locations where people have been injured or killed. About 160 people die and 4200 people are injured in speed-related crashes each year. Our evidence shows that speed cameras, high visibility policing and strong public education campaigns change driver behaviour and help prevent crashes
- Since the campaign was launched in 2010, more than
80 per cent of people surveyed reported that they recall seeing the Don’t Rush,
Multiple Choices and Testimonials campaign materials.
- Campaign Benchmark testing results showed 90 per
cent of people thought the campaign credible, believable, informative and that
it showed important information. These results have remained consistent over
time, with the campaign continuing to achieve reported believability scores
above 90 per cent.
- The television commercials have been considered to
provide a new perspective in reinforcing the important message about the
dangers and consequences of speeding.
- The campaign is showing success in increasing awareness
of serious injury/permanent disability as a consequence of speeding. More than
70 per cent of people surveyed continue to agree with the statement that
the campaign reinforces the message that speeding is dangerous and leads to
negative consequences.
- More drivers continue to consider the message to be
relevant to them, with more than 70 per cent of the target audience correctly
reporting the main messages of the campaign when surveyed.
Speed cameras save livesThis version of Don't Rush focuses on prevention and highlights the human cost associated with speed-related crashes. The campaign shows the impact of a speed-related crash on the community and how this can be prevented if people stick to the speed limit.
Slowing down means that ambulance officers, police, rescue teams, doctors and coroners don't have to attend these preventable incidents. Slowing down also means that husbands, wives and children don't have to live without their loved ones.
Main messagesSpeed-related crashes happen every week in NSW. Speed cameras support high visibility policing and are put in high-risk locations where people have been injured or killed. About 160 people die and 4200 people are injured in speed-related crashes each year. Our evidence shows that speed cameras, high visibility policing and strong public education campaigns change driver behaviour and help prevent crashes
The Delivery
The “How sorry will you be?” message is delivered to NSW drivers through: Online TV, digital banner ads, outdoor advertising and radio advertising.
The “How sorry will you be?” message is delivered to NSW drivers through: Online TV, digital banner ads, outdoor advertising and radio advertising.
Furthermore, the campaign had an affect on total speeding fatalities. In 2012 and 2013, speeding fatalities
accounted for just over 30% of total fatalities, 10% less than the 40% norm of 2004-2006. ‘Don't Rush' was
overheard by all drivers and had an impact lowering the total NSW road toll due to speeding
The ''Don't Rush'' campaign was highly effective as it reinforced the consequences of speed-crashing accidents by exposure that highlight the human and emotional costs of speeding. However, this ad does not reach young people as much as ''Speeding. No One Thinks Big of You'' as it takes a more mature and real approach that young people may find unsettling because young people have that mentality of ''it won't happen to me''.
Health Determinants
Sociocultural
This health initiative aims to improve the sociocultural determinant of health of young people by rendering the cultural significance of speeding among young people as unacceptable and quite consequential. This enables young people to think before they speed and really take into consideration others.
Socioeconomic
This health initiative addresses socioeconomic determinants through education and the inclusion of possible outcome that could be imparted from speeding. It also exhibits community support and police vigilance through speed cameras. Speed cameras can act as a barrier to speeding, as people would not be inclined to large amounts of money. Thus, people from all SES backgrounds would think twice before speeding, which has resulted in a reduce in road accidents.
Environmental
This health initiative addresses environmental determinants by providing a social and community-based setting that emphasises the effect speeding has not only on the driver, but on other people too. This can induce emotional distress on those who may wish to speed on suburban streets and may opt not to speed at all. Speeding should never take place, anywhere and this ad emphasises this through emotional exposure to possible outcomes when speeding.
Sociocultural
This health initiative aims to improve the sociocultural determinant of health of young people by rendering the cultural significance of speeding among young people as unacceptable and quite consequential. This enables young people to think before they speed and really take into consideration others.
Socioeconomic
This health initiative addresses socioeconomic determinants through education and the inclusion of possible outcome that could be imparted from speeding. It also exhibits community support and police vigilance through speed cameras. Speed cameras can act as a barrier to speeding, as people would not be inclined to large amounts of money. Thus, people from all SES backgrounds would think twice before speeding, which has resulted in a reduce in road accidents.
Environmental
This health initiative addresses environmental determinants by providing a social and community-based setting that emphasises the effect speeding has not only on the driver, but on other people too. This can induce emotional distress on those who may wish to speed on suburban streets and may opt not to speed at all. Speeding should never take place, anywhere and this ad emphasises this through emotional exposure to possible outcomes when speeding.
Improvements
This health initiative should place greater focus on young people, especially males as they are prone to speed I order to conform to society and masculinity expectations. Thus, to make it more suited for young people and improve its success, this health strategy should maintain its exposure to possible outcomes to speeding but relating to young people. Highlighting the human and emotional costs of speeding to young people by placing a young male speeding in a school zone and him running over a younger student, young people may be emotionally affected and thus think twice about speeding in school-zones. Also, both health initiatives should aim towards road-improvement to increase safety. This can be done through speed-cameras, stop signs and road-line markings.
This health initiative should place greater focus on young people, especially males as they are prone to speed I order to conform to society and masculinity expectations. Thus, to make it more suited for young people and improve its success, this health strategy should maintain its exposure to possible outcomes to speeding but relating to young people. Highlighting the human and emotional costs of speeding to young people by placing a young male speeding in a school zone and him running over a younger student, young people may be emotionally affected and thus think twice about speeding in school-zones. Also, both health initiatives should aim towards road-improvement to increase safety. This can be done through speed-cameras, stop signs and road-line markings.