"Every K over is a killer" : behind the scenes [accident countermeasure advertising].

Author(s)
Kirby, L. Tregenza, K. & Richards, K.
Year
Abstract

In preparation for the development of a new strategic approach to anti-speeding public education, Queensland Transport commissioned Market and Communications Research (MCR) to examine the motivations for motorists' speeding to enable the development of effective anti-speeding messages. The research aimed to establish key messages, themes and tones which would be most effective at persuading 'higher than average risk' drivers to modify their speeding; and determine which legislative changes would be required to make recidivist speeders and those currently classed as defiers, reconsider their speeding behaviour. The "Every k over is a killer" campaign that was developed consisted of several different television, outdoor and radio advertisements. This paper discusses the research results behind the development of the campaign and briefly discusses the evaluation results of the award winning campaign. (Author/publisher) For the covering entry of this conference, please see ITRD abstract no. E208431.

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Publication

Library number
C 27098 (In: C 26913 CD-ROM) /83 / ITRD E209446
Source

In: Transport: our highway to a sustainable future : proceedings of the 21st ARRB and 11th REAAA Conference, Cairns, Queensland, Australia, 18-23 May 2003, 14 p., 3 ref.

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.