Sweden’s Traffic Safety Cameras - The Communication Strategy that Made them Accepted.

During 2006-2007 the traffic safety camera system in Sweden was changed into a new generation and the number of cameras was increased from app 350 to 700. One challenge was to communicate the purpose and maintain the highacceptance for traffic safety cameras with respect for the circumstances in Sweden and existing attitudes. A strategy for communication, including the campaign Sweden's new Life Savers, was designed and communicated on national and regional basis. The follow-up of the communication work showsgood results 8 of 10 road users believes traffic safety cameras are a good way to reduce speeding and to save lives and are positive to further installations.