SA: Advertising can help cut speeding: study finds

AAP General News (Australia)
08-23-2001
SA: Advertising can help cut speeding: study finds

ADELAIDE, Aug 23 AAP - Moderate levels of anti-speed advertising were best to convince
motorists to slow down, a three-year study has found.

But the same study also revealed that a high number of shock tactic commercials had
no greater impact.

Conducted by the University of South Australia and Transport SA for the South Australian
Motor Accident Commission (MAC), the study tracked speeds on various Adelaide roads.

Regular checks were made at six sites with reference made to the particular amount
of anti-speed advertising being broadcast or published at the time.

The study found that while the average reduction in speeds was only small, about 0.13
kph, the best results came when moderate levels of advertising were on the air.

Surprisingly when advertising was increased, the impact on motorists fell away with
the message subject to the same wear-out factor noted with other advertising.

The impact of advertising was also found to be most significant on faster drivers.

MAC chief executive Geoff Vogt said findings were relevant to road safety officials
around the world and went against earlier studies in Victoria which suggested higher levels
of advertising would be more effective.

"This finding is of considerable relevance to road safety practitioners everywhere
who need no longer feel pressure to spend large amounts of money on the very high levels
of advertising that are sometimes recommended," Mr Vogt said.

"What our study shows is that media campaigns are an important tool for getting road
safety messages to the community but must be integrated with other strategies such as
police enforcement.

"In simple language, advertising enhances enforcement and enforcement enhances advertising."

The MAC findings were released at a national conference in Adelaide on speeding and road safety.

Earlier, visiting US road safety expert Patricia Waller said evidence from America
showed a direct relationship between speed and road deaths.

AAP tjd /ns

KEYWORD: MOTOR SPEED

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