In line with recommendations made by the Monash University Accident Research Centre in their five year action plan for road safety community education in WA (1), television advertising concepts for the 1998 speed campaign were developed. The target group for this campaign was drivers aged 17-29 years. The aim of the campaign was to inform drivers about issues related to speeding, the negative consequences associated with this behaviour, and to create negative attitudes towards speeding. The three concepts were subjected to quantitative pre-testing and one was chosen. This decision was based on performance on several key measures. The campaign was launched in February 1998, and was evaluated by way of continuous quantitative tracking surveys. The results of this evaluation showed that the television advertising set new unprompted awareness benchmarks for advertising in a social marketing category. Encouraging trends in the perceived impact of reducing driving speed and in the association between speed and braking distance were also evident. Results of the pre testing, the evaluation and recommendations for the future are presented. (A)
Abstract