Reframing low level speeding: casual speeding, every K counts

Speeding remains the biggest contributor to road trauma in NSW, contributing to around 41 per cent of fatalities and 24 per cent of serious injuries each year. However, despite acknowledging speed as a crash risk, few NSW motorists view their own speeding as a problem. There was therefore a need to develop a behavioural campaign to highlight the risks and consequences of speeding, even at lower levels. Research into NSW motorists’ attitudes towards speeding, and NSW crash data, were used to inform campaign development and provide new, impactful key messages. The campaign – ‘Casual Speeding: Every K Counts’ – launched on 31 October 2021 – aims to reframe how drivers view ‘everyday’ speeding and encourage them not to speed, even at lower levels. Initial results show the campaign message is clear, believable and resonating with the audience, and is positively impacting attitudes and risk perceptions of lower-level speeding amongst campaign viewers.

• Record URL:
  • https://doi.org/10.33492/ARSC-2022
• Record URL:
  • https://australasianroadsafetyconference.com.au/wp-content/uploads/2023/12/ARSC2022-Christchurch-Proceedings.pdf
• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/9780648184850
• Supplemental Notes:
  • Extended abstract
• Authors:
  • Kelly, R
  • Filardo, L
  • Graham, R
  • Bruce, R
  • Ibsen, P
• Conference:
  • Australasian Road Safety Conference, 2022, Christchurch, New Zealand
• Publication Date: 2022-9

Media Info

• Pagination: 218-219

Subject/Index Terms

• TRT Terms: Behavior; Driver improvement programs; Drivers; Evaluation; Perception; Project management; Risk taking; Safety campaigns; Speeding
• Geographic Terms: New South Wales
• ATRI Terms: Driver behaviour; Driver improvement; Perception; Project evaluation; Risk taking; Safety campaign; Speeding

Filing Info

• Accession Number: 01933662
• Record Type: Publication
• Source Agency: ARRB Group Limited
• ISBN: 9780648184850
• Files: ATRI
• Created Date: Oct 15 2024 1:32PM