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Janet Dore

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Janet Dore

  1. 1. International Congress of Traffic July 2012S aving live s on ou r road s - Th e TAC ’s ap p roach
  2. 2. IntroductionJanet Dore, Chief Executive Officer, Transport Accident Commission (TAC)OverviewAbout the TACRoad Safety – the road toll and our strategy to reduce it:> Our Vision> Our Road Safety Strategy> Public Education campaigns> Drink driving, speed, youth, vehicle safety, motorcycles
  3. 3. Retrospective 20 year anniversary of TAC advertising > 2009 - Created montage of TAC ads from 20 years of campaigns > Accompanied by REM song ‘Everybody Hurts’ > YouTube – more than 19 million views > In Brazil over 3 million views3 International Congress of Traffic July 2012
  4. 4. About the TAC Compulsory Third Party Insurer > Established by Victorian Government in 1986 > Monopoly insurer for personal injuries sustained in transport accidents > No-fault scheme, meaning benefits paid regardless of fault > Premiums collected via motor vehicle registration > Long term compensation scheme – some clients require lifetime care5 International Congress of Traffic July 2012
  5. 5. About the TAC Road Trauma Health Disability safety services care supportMotorist insures TAC fundswhen registering ■ Treatment their vehicle ■ Income ■ Rehabilitation ■ Lifetime care
  6. 6. About the TAC Our objectives are to: Transport Accident Act (1986) > Reduce cost of compensation for transport accidents > Reduce the incidence of transport accidents > Provide suitable and just compensation for those who are injured or die as a result of transport accidents > Provide suitable systems for effective rehabilitation of people injured in a transport accident Other investments > Safer road infrastructure in Victoria > State Trauma System > Research especially relating to spinal and brain injuries7 International Congress of Traffic July 2012
  7. 7. About the TAC Our Clients > TAC funds medical, rehabilitation and support services > In 2010/11: > The TAC funded $937 million in support services and benefits for 43,794 people > Many of our clients will be with us for life8 International Congress of Traffic July 2012
  8. 8. About the TAC The State of Victoria, Australia > Population : 5.6 million > Registered Vehicles: 4.2 million > Road network: 200,000 kms 900 km (600 miles)10 International Congress of Traffic July 2012
  9. 9. Road Safety Milestones World Firsts in Road Safety > 1970 - Compulsory seatbelt wearing > 1989 – ‘Booze Bus’ random roadside breath testing > 2005 – Random roadside drug testing > Graph of road safety milestones11 International Congress of Traffic July 2012
  10. 10. International Comparison > Insert graph12 International Congress of Traffic July 2012
  11. 11. Road Safety Strategy – Safe Systems > Insert graph13 TAC 2015 May 2011
  12. 12. Safe Systems Vision Humans make mistakes – the system should help protect road users Safer Roads > e.g. Infrastructure to separate opposing direction traffic Safer Speeds > e.g. Lowering speed limits in areas where there are vulnerable road users Safer Vehicles > e.g. 5 star vehicles can help prevent crashes and protect occupants Safer People > e.g. Unimpaired drivers, safer road user behaviour14 TAC 2015 May 2011
  13. 13. Partnership Approach Road Safety Partners > TAC – public education > VicRoads - roads authority, licensing and registration > Victoria Police – enforcement > Department of Justice – speed camera program Target > Set ambitious targets > Current target : 237 by 201715 TAC 2015 May 2011
  14. 14. Public Education – The TAC’s Approach Research drives campaign content and targeting > Crash and infringement data > TAC client claims data > International and academic research > Market research and insight Evaluation is critical > Of specific campaigns > Of the strategy as a whole > Fund independent evaluation e.g. Monash University Accident Research Centre16 TAC 2015 May 2011
  15. 15. Marketing Road Safety What makes an effective campaign? E nt du me ca rce ti on nfo = Engagement E Emotion17 International Congress of Traffic July 2012
  16. 16. Case Study – Drink Driving Campaign Drink Drive Bloody Idiot > December 1989 – first TAC advertisement > Aimed to set the agenda with the Victorian public > Confronting style that has become characteristic of TAC ads18 International Congress of Traffic July 2012
  17. 17. Case Study – Drink Driving CampaignDrink Drive Bloody Idiot> In 1990 the TAC funded 13 highly visible Victoria Police Booze Buses> 900,000 random roadside breath tests conducted by Victoria Police members> Public education focussed on getting caught by Booze Buses and the consequences> In 1992 the TAC took an emotive approach, depicting the life-long consequences of drink driving20 International Congress of Traffic July 2012
  18. 18. Case Study – Drink Driving Campaign Results > 99% of the community support drink driving enforcement > Drink driving is socially unacceptable But in 2002... > There was an increase in the numbers of drivers getting caught and killed with lower level illegal blood alcohol content, between 0.05 and 0.10 > This was despite record high levels of booze bus enforcement by police > Market research showed that some people thought driving when a little bit over the legal limit was not risky and not really drink driving22 International Congress of Traffic July 2012
  19. 19. Case Study – Drink Driving Campaign A New Approach > Target lower level illegal drink driving, rather than excessive drunk driving > For some drink driving = driving when really drunk > Educate about the risks associated with driving when a little bit over > Explore the impacts of lower level drink driving A New Tag Line > “Only a little bit over. You bloody idiot.” > Retain the brand, but refocus on lower level drink driving > We took a satirical look at the excuse “Only a little bit over”23 International Congress of Traffic July 2012
  20. 20. Case Study – Drink Driving CampaignResults> Reductions in lower level drink driving> More people think “you will get caught if only a little bit over”> More people agree “the crash risk is high when only a little bit over”25 International Congress of Traffic July 2012
  21. 21. Case Study - Speed Campaign ‘Don’t Fool Yourself, Speed Kills’ > 1990 – the second ever TAC advertisement targeted speeding > It was accompanied by the introduction of covert mobile speed cameras > Targeted the excuse “I was just keeping up with the traffic”26 International Congress of Traffic July 2012
  22. 22. Case Study - Speed Campaign New Approach > The ‘Speed Kills’ message was well accepted in the community > Most people admitted to speeding at least some of the time, usually by 5-10km/h > They didn’t view this as risky or define it as “speeding” Research showed > Crash risk in a 60km/h zone doubles with each 5km/h over the limit > 5km/h reduction in average travel speed = 15% reduction in road trauma28 International Congress of Traffic July 2012
  23. 23. Case Study - Speed Campaign ‘Wipe Off 5’ > Began August 2001 > 2001 - reduction in default urban speed limit from 60km/h to 50km/h > 50% increase in speed camera enforcement hours Main messages > Why low level speeding is dangerous > Convey consequences of speeding > Educate about speed camera enforcement29 International Congress of Traffic July 2012
  24. 24. Case Study - Speed Campaign ‘Wipe Off 5’ > In 2002 the ‘Slo Mo’ advertisement took an educative approach > Features expert, Professor Ian Johnson, Monash University Accident Research Centre > The power of a factual approach to speed education30 International Congress of Traffic July 2012
  25. 25. Case Study - Speed Campaign The next phase > Tackling community scepticism about speed enforcement - “Revenue raising” > Communicate the real life effects of speeding > Make speeding as socially unacceptable as drink driving > The community has a way to go about understanding speeding32 International Congress of Traffic July 2012
  26. 26. Case Study - Speed Campaign Results of Wipe Off 5 > Fewer drivers report speeding all or most of the time 2001 = 25%, 2011 = 9% > Fewer drivers think driving up to 10km/h over the limit is not really speeding 2001 = 24%, 2011 = 16% > Fewer drivers think driving up to 10km/h over the speed limit is usually quite safe 2001 = 35%, 2011 = 25% > Reductions in average travelling speeds34 International Congress of Traffic July 2012
  27. 27. Case Study – Social Media campaign Problem > 2009 - Rural areas were over-represented in the road toll > Speeding by 20km/h in 100km/h zones considered acceptable Idea - Rename Speed > Rural town of Speed with population of 45 – 400km from Melbourne > Aim – to get 10,000 likes on Facebook page > Change town’s name from Speed to SpeedKills for a month > TAC donates $10,000 to the community35 International Congress of Traffic July 2012
  28. 28. Case Study – Social Media campaign Results > 10,000 ‘likes’ on Facebook page within 24 hours > Local farmer Phil Down, agreed to change his name to Phil ‘SlowDown’ if 20,000 likes were achieved > 20,000 likes achieved in one week > More than 800,000 impressions generated from facebook page > 90% of comments on Facebook supported the cause > More than 10 million impressions on Twitter > Videos received more than 80,000 views > Attracted international media attention including the BBC, The New York Times and Time magazine36 International Congress of Traffic July 2012
  29. 29. Youth Campaigns The problem > Globally, road trauma is biggest cause of death among 16 -25 year olds > While 18 to 25 year olds represent around 14% of licensed drivers, they accounted for approximately 28% of all drivers killed on Victorias roads in 2011 Communicating with youth > Avoid authoritarian, ‘finger pointing’ approach > Messages from peers are more convincing > Peers have a stronger influence on the behaviour of young people > Media consumption is different, use social networking, mobile phones, internet37 International Congress of Traffic July 2012
  30. 30. Youth CampaignsMake a Film. Make a Difference.> Competition for young aspiring film makers (<25 years) to submit an idea> Two winners make their two-minute films, with $20,000 budget & $5,000 prize> Industry mentoring> Films shown in cinemas, at festivals, YouTube, used in schools38 International Congress of Traffic July 2012
  31. 31. Youth Campaigns Make a Film. Make a Difference Competition Themes ‘Your mate’s life is in your hands’ > Young men feel the need to show off to their male friends > Young male passengers often encourage risky behaviour ‘Party in the car’ > Cars can become a social setting for young people > Travelling with multiple peer passengers increases crash risk for young drivers > Passengers can be distracting for inexperienced drivers39 International Congress of Traffic July 2012
  32. 32. Youth Campaigns Make a Film. Make a Difference Choose one film with Party theme – “What’s on your mind?” 201140 International Congress of Traffic July 2012
  33. 33. Youth Campaigns Vanessa > Mobile cinema bus and chill-out zone that travels to youth festivals and events > Was initially made from decommissioned booze bus > Staffed by young people who engage with their peers41 International Congress of Traffic July 2012
  34. 34. Youth Campaigns Vanessa > Breath testing > Free water and other giveaways > Information about alcohol and drugs > Shows MAFMAD films > Photo booth > Competitions42 International Congress of Traffic July 2012
  35. 35. Youth Campaigns Vanessa > Supported by Vanessa’s facebook page (more than 12,000 likes) > Young people go to the facebook page to see their photos and win competitions > Enables ongoing conversation with young people43 International Congress of Traffic July 2012
  36. 36. Youth Campaigns Vanessa In 2011/12 > More than 23,000 breath tests conducted at 57 events > Nearly 10,000 people receiving key rings from the photo booths, with the message “Your Mate’s Life is in Your Hands” > Vanessa’s facebook page has grown from 1,500 to more than 12,000 fans44 International Congress of Traffic July 2012
  37. 37. Vehicle Safety Campaign Key Pillar of Safe System Evidence > If everyone drove the safest vehicle in their class road trauma could be halved (European Transport Safety Council) The Problem > Vehicles in the Australian market had fewer safety features than the same models in the US and Europe > Crash test ratings were available, but consumer awareness low > Consumers ranked price, comfort, brand, size and colour all before safety > Manufacturers did not promote vehicle safety, unlike in the US and Europe45 International Congress of Traffic July 2012
  38. 38. Vehicle Safety Campaign Strategy > Vehicle safety website – www.howsafeisyourcar.com.au launched in 2002 > Included 80% of vehicles on Australian roads > Public education campaign to encourage consumers to consider safety when purchasing46 International Congress of Traffic July 2012
  39. 39. Vehicle Safety Campaign Two key safety features could make a big difference to road trauma: Electronic Stability Control Curtain Airbags > From 2007, vehicle safety campaigns promoted ESC and curtain airbags > ESC can reduce risk of single vehicle crash by 25% > Curtain airbags can reduce risk of death in a side impact crash by almost 40% > Victoria was the first Australian jurisdiction to legislate mandatory ESC47 International Congress of Traffic July 2012
  40. 40. Motorcyclist Safety Campaign The problem > Motorcyclists are overrepresented in trauma and receive more serious injuries > Motorcycle sales are increasing Protective gear > ‘Save your skin’ – injuries sustained when not wearing gear > Retailers, television advertisements, internet Looking out for motorcycles > ‘Put yourself in their shoes’ > Encourage motorcyclists and car drivers to look out for each other on the roads48 International Congress of Traffic July 2012
  41. 41. Motorcyclist Safety Campaign Current campaign – Speeding > 25% of motorcyclists admit to speeding at least half the time > Excessive speed contributed to 31% of motorcyclist fatalities in 2011 > Speeding increases risk and gives riders less time to react49 International Congress of Traffic July 2012
  42. 42. Other Campaigns TAC has also tackled > Seatbelt wearing – in early TAC ads > Fatigue – also one of the first TAC ads > Drug driving – risks and enforcement via roadside saliva testing > Distraction and mobile phones > Vulnerable road users including children and pedestrians > Inexperience and the importance of 120 hours driving practice as a learner But ... the TAC’s road safety strategy goes beyond mass media public education51 International Congress of Traffic July 2012
  43. 43. Investment in Infrastructure Safer Roads Infrastructure Program (SRIP) Key Pillar of Safe System > The TAC invests in safety-based infrastructure improvements to Victoria’s road network, which are then managed by VicRoads > More than $75 million will be invested in 2012-2013 > The projects focus on Victoria’s highest risk locations for run-off road crashes in regional areas and high risk intersections > Projects include improving intersection construction, improving sight distance and signage, installing wire rope barriers, crash barriers and splitter islands and widening footpaths52 International Congress of Traffic July 2012
  44. 44. Other ProgramsVehicle TechnologySafe Car – promote emerging safety features> Intelligent Speed Assist> Seatbelt Interlock System> A radar system that is sensitive to tailgating.> Drowsy Driver Detection> Lane departure warning53 International Congress of Traffic July 2012
  45. 45. Other Programs Enhanced Enforcement > Funding Police to perform enforcement over and above their funded capability > Target high risk areas and behaviours > Coordinated with state-wide road safety strategy and TAC initiatives > Best practice enforcement based on principles of behaviour change and deterrence54 International Congress of Traffic July 2012
  46. 46. Other Programs Sponsorships > Using events and partnerships to promote TAC messages in a more targeted way > Engaging with the community, especially young men, through sporting signage and partnerships > Engaging with motorcyclists at MotoGP > Engaging with people at festivals where drink driving could be a problem55 International Congress of Traffic July 2012
  47. 47. Other Programs Schools Based Education > Educational packages targeted at key times and addressing key risks > Pedestrian behaviour in primary school > Driver and passenger issues in late secondary school > Resource modules for use in specific subjects, English, Legal studies, Media studies, Physics56 International Congress of Traffic July 2012
  48. 48. Community Road Safety Grants Purpose > Encourages community involvement in local road safety in ways that are consistent with the Road Safety strategy > Provides opportunities for communities to address road safety issues at a local level > Community-based road safety programs that integrate with Victoria’s broader strategy are more effective at improving road safety > Received 326 applications > Approved 213 projects > Committed funding worth more than $3.7 million in grants57 TAC 2015 May 2011
  49. 49. What’s Next Key focus areas for the TAC > Working with road safety partners and Victorian Government to finalise the next long term road safety strategy > Achieving a 30 per cent reduction in the road toll > Involving the community in our goal to reduce road trauma > We are going to innovate and push new boundaries.58 International Congress of Traffic July 2012
  50. 50. Links For more information > www.youtube.com/tac > www.tacsafety.com.au > www.tac.vic.gov.au > www.everybodyhurts.com.au > www.picturesofyou.com.au > www.mafmad.com.au > www.vanessabus.com.au > www.howsafeisyourcar.com.au > www.spokes.com.au59 International Congress of Traffic July 2012

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