Overview
The installation of triangular road markings, commonly called ‘dragon’s teeth’, has been progressively rolled out at all 10,000 school zones in NSW.
The NSW Government announced this $14 million innovative initiative in May 2009. Since then, a massive works program was undertaken to roll the dragon’s teeth out in the 151 Local Government Areas.
This campaign was launched in July 2010 to inform motorists about the roll-out of the dragon’s teeth and continued until the installation of the dragon’s teeth was complete in December 2010.
The creative concept showed a visual of the dragon’s teeth so that motorists knew what to look out for and expect to see on the road. The message was clear and simple ‘Watch for the new dragon’s teeth, slow down in school zones and help us keep children safe’.
Behavioural issues & facts/figures
Children are vulnerable road users and Roads and Maritime Services (replacing Roads and Traffic Authority) is strongly committed to increasing safety for children across the road network, especially during school travel times.
The dragon’s teeth markings help improve road safety for students by making school zones even more visible to drivers and providing a constant reminder to keep to the 40kmh speed limit around schools. Most school zones operate between 8-9.30am and 2.30-4pm.
Aim
To increase awareness and knowledge of NSW drivers about the implementation of the dragon’s teeth and their purpose at the 3,221 schools across the state.
Target audience
All NSW drivers.
Key messages
- Dragon’s teeth further increase the visibility of school zones for drivers.
- Dragon’s teeth provide a constant reminder to slow down to 40kmh during school zones.
- Dragon’s teeth are being rolled out at all school zones across NSW.
- Dragon’s teeth are triangular road markings at the start of each school zone.
- Dragon’s teeth will improve road safety for students and help keep children safe.
- Slow down and keep to the 40kmh speed limit in school zones.
Campaign media
This was a comprehensive integrated campaign comprising of print, radio, outdoor and online.
Evaluation
Since the campaign ran, awareness of the Dragon’s Teeth initiative increased and is now almost as high as more established school zone initiatives such as flashing lights. The press advertisements in particular were found to be easy to understand, personally relevant and credible.