Public Demand for Safer Speeds: Identification of Interventions for Trial

Fleiter, Judy, Lewis, Ioni, Kaye, Sherrie-Anne, Soole, David, Rakotonirainy, Andry, & Debnath, Ashim (2016) Public Demand for Safer Speeds: Identification of Interventions for Trial. Austroads Ltd., Sydney, N.S.W.

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Abstract

Speeding is a major contributor to road injuries and fatalities and remains prevalent. Changing community perceptions about speeding is an important priority.

Austroads commissioned research to identify a range of potential interventions for future trial and evaluation aimed at creating, increasing, and/or sustaining public demand for safer speeds. This project had three phases: a literature review; consultations with key stakeholders regarding intervention options (including feasibility, and likely benefits and costs of identified interventions); and providing research results, including recommendations for future phases of the program of work.

The literature review led to the development of a draft Campaign Strategy targeting nine aims across three themes underpinning this research: 1) creating, 2) increasing, and 3) sustaining public demand for safer speeds on the road. Twenty-one stakeholders commented on the suitability and feasibility of, and likely barriers to, countermeasures within the draft Campaign Strategy and its applicability to the Australian and New Zealand context. There was overwhelming positive support for the proposed Campaign Strategy by the majority of respondents; many, noting that it addressed key misperceptions and complemented many existing approaches. A small number of respondents expressed some concerns with various aspects. Stakeholder feedback was incorporated into the final proposed Campaign Strategy to enhance its potential effectiveness.

Wide diversity across jurisdictions makes the recommendation of individual interventions for specific areas problematic. Individual jurisdictions should consider a range of costs and benefits of the proposed Campaign Strategy to determine the likely feasibility from their unique perspective. Issues to be addressed when considering implementation of the proposed Campaign Strategy include speed limit setting policies, resourcing, messaging and advertising strategies, and political will associated with promoting safer speeds.

Impact and interest:

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ID Code: 93003
Item Type: Report
Refereed: No
Additional Information: Austroads Project No. SS1962
Keywords: road safety, speeding, safer speeds, road safety messages, campaign strategy evaluation, advertising countermeasures, behaviour change, social change, public attitudes
ISBN: 9781925294972
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Copyright Owner: 2016 Austroads
Copyright Statement: This work is copyright. Apart from any use as permitted under
the Copyright Act 1968, no part may be reproduced by any
process without the prior written permission of Austroads.
Deposited On: 17 Feb 2016 22:37
Last Modified: 07 Mar 2016 23:49

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