THE NEW ZEALAND ROAD SAFETY ADVERTISING/POLICING PACKAGE AND ITS EVALUATION

The Supplementary Road Safety Package (SRSP) is a high-intensity enforcement and advertising programme which commenced in the 1995/96 year, targeting alcohol impaired drivers and speeding, later supplemented by seatbelt use. This hard-hitting programme is based on strategies adopted in the Australian State of Victoria and adapted to New Zealand conditions. In the first full year, the annual road toll decreased by 65 lives and 150 serious injuries. An independent review of the SRSP's performance during the first year concluded that, on balance, the saving of 60 lives could well have been primarily due to the increased enforcement and advertising resulting from the Package. The review took into consideration detailed crash and survey data, measurements of advertising outcomes, and Police road safety enforcement results. The findings of the second independent review of the Package indicated that the full four-year savings in lives and serious injuries projected when it was proposed had already been considerably exceeded in the first two years of the Package. The findings also indicate that the Package is beginning to grow in effectiveness. More substantial benefits can be anticipated over the coming years if the current momentum can be sustained. Preliminary findings show that savings are being achieved in both the alcohol and speed components of the programme, with the latter having a growing effect in the second year. This is consistent with the focus of the advertising effort during that period. (a) For the covering entry of this conference, please see IRRD abstract no. E200232.

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  • Corporate Authors:

    Land Transport Safety Authority

    Level 4, 7-27 Waterloo Quay, P.O. Box 2840
    Wellington,   New Zealand 
  • Authors:
    • Bliss, T
    • GURIA, J
    • Vulcan, P
    • CAMERON, M
  • Publication Date: 1998

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00789969
  • Record Type: Publication
  • Source Agency: ARRB
  • ISBN: 0-478-20644-5
  • Files: ITRD, ATRI
  • Created Date: Apr 11 2000 12:00AM