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.
Samenvatting