Overview
Authorised Restraint Fitting Stations are a state-wide network established to reduce injuries from incorrectly fitted child restraints and promote safe travel for children using child restraints. There are more than 240 Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Stations in NSW.
Research confirms that children correctly transported in the most suitable restraint for their age and size are significantly less likely to sustain serious injuries or killed in car crashes.
This campaign was launched in September 2010 to increase awareness of Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Stations among parents and carers of young children, as well as expectant parents, and reinforce the importance of having children in a correctly fitted and approved child restraint when travelling.
The creative shows a baby and young child in a correctly fitted child restraint. The key message for the campaign is to ‘Protect your child – Use an Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Station’ as a correctly fitted and approved child restraint provides maximum protection for a child in a crash.
Behavioural Issues & Facts/Figures
All restraint fitters have undergone specialised training and can provide the following services:
- Install and fit a child’s restraint correctly.
- Check a child restraint is installed correctly.
- Install additional anchorage points and accessories.
Research shows that children whose parents used an Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Station are twice as likely to be correctly restrained than other children*.
* ‘Incorrect child restraint use is reduced among fitting station users’ Brown J, Finch C.F, Hatfield J, Bilston L.E. Neuroscience Research Australia and University of New South Wales.
Aims and Objectives
To promote Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Stations as an expert advice/service provider on fitting and checking child restraints correctly.
Target Audience
Parents and carers of children under seven years of age as well as the broader community.
Key Messages
- Protect your child with a correctly fitted and approved child restraint.
- Use an Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Station to ensure your child is properly secured.
- Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Stations offer a range of services for a nominal fee.
- The benefits of using an Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Station.
- There are more than 240 Roads and Maritime Services (replacing Roads and Traffic Authority) Authorised Restraint Fitting Stations across NSW.
- New national child restraint laws are in place for all children up to seven years of age.
Campaign media utilised
This campaign comprises print and online. As parents and carers are the primary target audience, parenting magazines and websites are being used.
Evaluation
Extensive consultation was undertaken with stakeholders to ensure the effectiveness of the creative for this campaign.
Research will be conducted at the conclusion of the campaign.