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Legislative Council - Fifty-First Parliament, Third Session (51-3)
2008-11-13 Daily Xml
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ROAD SAFETY

The Hon. R.P. WORTLEY (14:52): I seek leave to make a brief explanation before asking the Minister for Road Safety a question regarding the government's road safety advertising campaign.

Leave granted.

The Hon. R.P. WORTLEY: Over the past year, South Australians have been the target of confronting and thought-provoking road safety advertising campaigns. From 'Creeping over the speed limit' to graphic seatbelt safety warnings, no stone has been left unturned when it comes to reminding motorists of the need to be vigilant on the roads. Will the Minister for Road Safety please outline what effect these campaigns have had on road safety?

The Hon. CARMEL ZOLLO (Minister for Correctional Services, Minister for Road Safety, Minister for Gambling, Minister Assisting the Minister for Multicultural Affairs) (14:52): I thank the honourable member for his question. Since the Motor Accident Commission has taken responsibility for road safety advertising on behalf of the government, it has pursued a more hard-hitting and provocative style of advertising which is based on market research and is specifically designed to influence the behaviours of the target audience.

Different campaigns focus on different target groups, and the success of the campaigns is no doubt contributing to the reduction in the road toll. I am sure that many members recall the many and varied campaigns we have already had this year: Share the Road; Pedestrian Awareness; the Adelaide tram stickers; the Long Weekend Drive Safely reminders; the Tougher Penalties for Driving High; Everyone Hates Drink Drivers; seatbelt reminders; and the recent 'Creepers' campaign.

While drivers are taking notice and changing their driving behaviour, it is imperative that enforcement still plays a key role, and I would like to place on record how important SAPOL's role is in the road safety partnership. SAPOL has made great efforts to increase enforcement, and it complements that enforcement with the road safety campaigns to further ensure that our roads are safe.

Of course, the targeting of speeding and drink and drug driving, drivers using mobile phones, drivers and passengers not buckling up, and following up complaints to Traffic Watch all play a major role in the fight to keep the road toll to a minimum. The government's legislative reforms are also having an impact with drink and drug driving reforms, tougher penalties and, of course, greater deterrents.

The campaigns are constantly evaluated and market-tested with a view to ensuring that the right target groups are being reached. The Motor Accident Commission undertakes a rigorous evaluation process to measure the effectiveness of the campaigns. Research methods include quantitative and qualitative techniques during pre- and post-campaign evaluation to measure awareness, and the recall, the public perception of and attitudes towards each individual campaign. Continuous longitudinal tracking is also used to provide a base on which to assess long-term attitudinal and behavioural change.

In 2007-08 each campaign was evaluated against these objectives, and the positive results in 2007-08 suggest that each campaign is working towards achieving the road toll targets contained in South Australia's strategic plan. Research into campaign effectiveness and self-reported attitudes and behaviour will continue in 2008-09. As we near the holiday season, those involved in road safety know of the need to continue to promote the road safety message. Many year 12 students will finish school soon and have their licences. Many families will take advantage of the warmer weather and the break to travel long and short distances for family holidays.

While our road toll at the moment is looking better, ultimately one crash, one serious injury or one fatality is one too many. We must be vigilant and do everything we can to ensure that our roads are safe, and we must never be complacent. I acknowledge the leadership of the Motor Accident Commission, the Department for Transport, Energy and Infrastructure, our Road Safety Advisory Council and SAPOL for their partnership in delivering the government's road safety program and a series of excellent, well-received advertising campaigns.

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