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Legislative Council - Fifty-Third Parliament, Second Session (53-2)
2016-11-02 Daily Xml
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Road Safety

The Hon. G.E. GAGO (15:03): My question is to the Minister for Road Safety. Can the minister update the chamber about the Motor Accident Commission's low-level speeding campaign?

The Hon. P. MALINAUSKAS (Minister for Police, Minister for Correctional Services, Minister for Emergency Services, Minister for Road Safety) (15:03): Thank you to the honourable member for her question because, of course, I would be very happy to update the house on this incredibly important subject. Speeding is one of the major killers on South Australian roads and many people underestimate the increase in crash risk and injury severity that come from even low-level speeding.

Whilst it is pleasing that the majority of drivers are doing the right thing, this campaign has been designed to target those who are putting themselves and other road users in hairy situations. Attitudes about the dangers of low-level speeding need to change. Just as driving under the influence of alcohol and drugs increases your likelihood of a crash, each 5 km/h over the speed limit in a 60 km/h zone doubles your crash risk.

The Motor Accident Commission's new campaign targets low-level speeding with a tagline 'There's nothing normal about speeding.' It aims to debunk a widely held belief that everybody speeds, that there are no real dangers to low-level speeding and that speeding will get you to your destination quicker. MAC research has shown low-level speeding is considered to be common behaviour among both regional and metropolitan drivers. It is a misconception that normalises the behaviour. In reality, around 80 per cent of drivers on our road network are doing the right thing and sticking to, or driving below, the speed limit at any given time. This campaign targets the 20 per cent that are not getting the message.

In 2015 speed was a contributing factor in 30 per cent of fatal crashes, consistent with the five-year average. Low-level speeding poses much more of a danger on our roads than many people realise. Many people underestimate the increase in crash risk and injury severity that comes from even low-level speeding. Every 5 km/h over the speed limit in a 60 km/h zone doubles your risk of being involved in a crash. When travelling 10 km/h over the speed limit in a 60 km/h speed zone drivers are approximately four times more likely to be involved in a casualty crash, which is a similar risk to driving with a blood alcohol concentration of around .01 grams per 100ml, twice the legal limit.

Low-level speeding is really not worth it. MAC research shows that on a 10-kilometre journey you would only save 46 seconds by going 65 km/h in a 60 km/h zone, but, again, your crash risk doubles. The faster you travel, the less time you have to react to hazards. In 2010, the Centre for Automotive Safety Research conducted a study into speeding and crash reductions to identify which groups of speeding drivers present the greatest casualty risk and reduction potential if their speeds could be lowered. The research confirmed that the greatest potential gains for reducing injuries will come from targeting low-level speeding on low-speed roads.

Pre-campaign research for this campaign identified that when the low-level speeding argument was framed in a particular fashion, it resonated and had the potential to change behaviour. It should encourage people to slow down and stick to the legal speed limit, not out of fear of having a crash or getting a speeding ticket, but out of a desire to play their small part in reducing road trauma on our roads. It is from this perspective that this campaign line, and underlying strategy, was designed. The campaign features the 'hairy-fairy', a fictional character who helps drivers recognise moments when they may be tempted to speed, and encourages them to avoid situations that could get hairy. The campaign is currently airing on television, radio and digital channels, as well as featuring on bus backs, bus stops and regional billboards across the state.

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