The State of Victoria, Australia has placed a strong emphasis on high profile public education as the key element in achieving permanent reductions in the road toll. The Transport Accident Commission has developed a communication strategy to complement the law enforcement initiatives discussed elsewhere. The campaign is unashamedly provocative in order to force a fundamental change in thinking about attitudes to drinking/driving, speed and concentration on the driving task. The aim was market road safety as a desirable consumer product in order to achieve lasting changes in attitude and behaviour. This campaign has been powerful and effective. In random surveys, 92% of people are able to recall the material unaided and 98% approve the content even if they found it personally disturbing. This community support has been maintained over two years. The campaign has had a total budget of $AUS25 million. (A)
Samenvatting