Overview
The Enhanced Enforcement Program (EEP) is a localised Road Safety Marketing campaign which supports police operations, targeting three main driver behaviours - speeding, drink driving and non seatbelt use. The campaign, You’re In Our Sights was launched by the former Minister in December 2009 and runs across NSW regional and metropolitan areas.
An important evolution of the EEP in recent years has been the diversification from state-wide operations, particularly around holiday periods, to regional and local operations. These are supported by more localised public education campaigns.
Behavioural Issues & Facts/Figures
Speeding remains the predominant causal factor in the road toll with 38 per cent of all fatalities in 2010 being speed related and this percentage equates to 162 fatalities, compared to 207 in 2009, 158 in 2008 and 140 in 2007. There has been an overall 16 per cent increase in speed-related fatalities since 2007.
Drink driving remains a road safety issue of concern, particularly in regional NSW. Over the period 2006-2010 alcohol was a factor in 23 per cent of fatal crashes in regional NSW and much higher factor in many serious non fatal crashes.
Non-use of seatbelt is also a major contributor to the road toll and is a factor in approximately 18 per cent of crash fatalities on roads in NSW regions.
Aim
The EEP public awareness campaign aims to inform drivers of police operations. The focus of the campaign is on enhancing visible police enforcement across NSW at over periods when unsafe driving is known to occur.
Target Audience
- Primary target audience is all drivers 17 to 49 years.
- Secondary target audience is the broader NSW community.
Key Message
Police enforcement is a crucial element in deterring unsafe road user behaviour and its value is maximised when it is supported by public education campaigns, which raise the awareness of being caught. The advertising also provides community awareness to encourage drivers not to break the law.
Campaign Media
The media used for this campaign include outdoor, print, online, ATM and radio.
Evaluation
A post campaign evaluation of reach and effectiveness of the EEP campaign was conducted in 2010 by Woolcott Research. The evaluation revealed that:
- Nine per cent of respondents recalled (unprompted) campaign messages or imagery from You’re In Our Sights.
- 45 per cent of respondents recalled seeing the campaign (prompted).
- 19 per cent of respondents (n=224) recalled hearing the radio advertising (prompted) with more than 80 per cent hearing it while driving. This was a very strong result for a radio component.
- 27 per cent of respondents recalled seeing the bus back outdoor advertising, within the targeted and non-targeted areas. Bus advertising was used in specific Sydney metro areas.
- 10 per cent of respondents (n=1200) recalled (prompted) seeing the taxi back advertising. This received only a short burst of advertising with Manly taxis only.
- 40 per cent of all respondents recalled (prompted) seeing outdoor billboard advertising;
- of these 37 per cent were in Sydney, and
- 46 per cent in regional areas of NSW.
