Praneeta Mahajan
Hamilton, January 26, 2023
“There are no excuses for speeding—new advertising campaign launches to reinforce the importance of following speed limit”
There are no excuses to speed – that is the simple concept of a new road safety marketing campaign that has been launched by Waka Kotahi NZ Transport Agency and New Zealand Police as part of their ‘Road to Zero’ programme.
Many people are hurt and killed on Aotearoa New Zealand’s roads, with around 500 people being killed or seriously injured in speed-related crashes a year. While speed is often not the only factor contributing to a crash, it is a crucial factor in determining the severity of a crash.
What the numbers say
A significant portion of the driving population still chooses to travel at speeds that are too fast for the conditions or the posted speed limit, putting themselves and others who share the roads with them, at risk.
According to the statistics, males aged 18-35 years are overrepresented in death and serious injuries in crashes in which speed is a factor. Building on this insight, the campaign aims to show that there are consequences for speeding whether they be fines, injuries or death.
Tara Macmillan, Portfolio Manager for ‘Road to Zero’ programme, said that excessive speed or driving too fast for the conditions are contributing factors in almost all crashes that either kill or seriously injure drivers and their passengers, and speed plays a crucial role in determining the severity of a crash, no matter what caused it.
She said, “Travelling at a safe and appropriate speed is incredibly important in reducing the current level of harm on our roads. Alongside enforcement, ensuring the speed limits on streets and roads are appropriate plays a large role in keeping everyone safe, no matter how they travel.”
“Waka Kotahi and local councils are implementing safe speeds across the motu, contributing towards creating a safe transport system—and we want New Zealanders to do their part by driving to the conditions and under the posted speed limit.”
No Excuses
Superintendent Steve Greally, Police’s National Road Policing Director, said that the officers hear the same old excuses from drivers when they’re caught speeding, time and time again.
But Police also have to witness the sometimes horrific consequences when there is a crash.
He said, “Drivers have a variety of reasons to justify their speeding and many simply do not believe they will be caught, crash or hurt anyone. There is just no reasonable excuse for speeding. We see the unnecessary harm on our roads as a result of excessive speed every day.”
Superintendent Greally said, “Police are committed to making Aotearoa New Zealand’s roads safer, but we need everyone to play their part in reducing the number of deaths and serious injuries.”
“We want you to get to your destination, so slow down, drive to the speed limit and drive to the conditions. And know that you can expect to see Police out on the roads – anytime and anywhere.”
The campaign
‘Through My Eyes’ is a hard-hitting campaign with a simple but strong message. Launched on 11 December phase 1 of the campaign had an initial run of digital and out-of-home ads.
While on 20 January the second portion of the campaign was launched on television, radio, video-on-demand and YouTube and has garnered more than 200,000 views in just 6 days and needs to be seen by all the drivers and their companion passengers to make sure the speed limits are followed at all times.
Watch the campaign below.
Praneeta Mahajan is an Indian Newslink correspondent based in Hamilton.
