Overview
This campaign has been developed to address pedestrian safety issues among older members of the community.
The materials developed for this campaign support public awareness initiatives delivered by Roads and Maritime Services (replacing Roads and Traffic Authority) as part of Local Government Programs targeting pedestrians. These campaigns are highly localised and generally timed to coincide with activities or events where high volumes of pedestrians are expected, such as sporting events or festivals.
In areas where there are large numbers of elderly residents, awareness programs for senior pedestrians are conducted. These programs consist of information sessions to help older people understand their increasing road safety risk, refresh their knowledge of the road rules and provide advice regarding the use of pedestrian facilities and mobility aids.
Behavioural Issues & Facts/Figures
In 2009, Roads and Maritime Services (replacing Roads and Traffic Authority) crash data indicated that pedestrian fatalities were increasing proportionately higher than the rest of the road toll. These statistics provide an overview of trends for pedestrian casualties in metropolitan and non-metropolitan areas of NSW:
- Pedestrians over 70 years of age account for 33 per cent of pedestrian fatalities.
- During the first five months of 2009, there were 195 deaths on NSW roads, 52 (36 per cent) more than for the same period in 2008.
- Pedestrian fatalities also increased during this five month period, up by 53 per cent, from 19 in 2008 to 29 in 2009.
Aim
The aims of this campaign include:
- Promote safer crossing practices for older pedestrians ie; use marked crossings.
- Reduce the number of older pedestrian crashes and fatalities within the target demographic and geographic areas.
- Increase awareness and encourage road users to watch out for pedestrians.
Target Audience
The target audience for this campaign is pedestrians aged 60 and above living in metropolitan Sydney.
Key Messages
The following key messages are featured across all marketing collateral:
- Plan your trip
- Wait for vehicles to stop
- Look both ways
- Use marked crossings
Campaign media
The following resources have been development to support metropolitan and regional NSW public awareness campaigns:
- Press advertisement
- Slide advertisement
- Radio advertisement
- Media releases
Examples of main creative elements
Press advertisement:
Evaluation
The campaign materials will be evaluated to test effectiveness.