It has been proven that seat belts save lives. Research indicates that vehicle occupants have a 40 per cent better chance of surviving a crash if they are wearing a seat belt (this statistic is obviously dependent upon the severity of the crash). Some crashes are so severe that survival is impossible, however, in many crashes seat belts play a major role in reducing the severity of road crash injuries.
The problem
The non-wearing of seat belts is one of the four major behavioural factors associated with road trauma - with 20 per cent of fatalities reported as not wearing a seat belt.
An observational study commissioned by the RTA in 1999 indicated an overall seat belt wearing rate of 96 per cent in NSW. However, despite a high compliance rate, in the last five years about 400 people have been killed (and probably about 3,000 have been seriously injured) not wearing seat belts.
It would appear that, although the safety benefits of seat belts are well documented and universally accepted, many people do not appreciate the road safety significance of seat belts and are becoming complacent regarding their use.
How do seat belts work?
In a crash, seat belts link a person to the vehicle to slow them down to the same rate as the vehicle. Because of the crush-zone at the front of the vehicle, the vehicle is designed to slow relatively gradually. That means that stopping is relatively gradual compared to the stopping of an unrestrained person who will fly at the vehicle's impact speed until something solid gets in the way, either inside or outside the vehicle. There is a major benefit in simply preventing occupants from being thrown out of the vehicle. The vehicle is designed to protect the occupants. The seat belt is also designed to stretch a little, further softening the crash.
Who is at risk?
There is no exactly definable group who is likely to travel unrestrained; however, there are correlations that indicate the following groups are at greatest risk:
- Male;
- Aged 17 to 39 years;
- Regional NSW resident, in particular a resident of Northern or Western Region;
- Travelling on a country non-urban road;
- Travelling between 6pm and 6am;
- Travelling on a weekend or holiday;
- Killed in the same local government area they reside in or a neighbouring one;
- Driving or front seat passenger;
- Driving a truck;
- Involved in a single vehicle crash; and
- Involved in other risk taking behaviour such as drink driving and/or speeding.
RTA response
A difficulty that restraint wearing campaigns have to face is that nearly everyone is a regular user, except truck drivers. There is no clear way to target most non-users closely.
Research indicates that seat belt usage is a conscious decision and is a function of the perceived degree of risk that is involved in a given situation. Non-wearing is an occasional event and is triggered by the following perceptions:
- If I don't wear a seat belt I am only hurting myself;
- Short trips are safe and I am very unlikely to have an accident;
- Being in the backseat is safer than the front;
- I'm a good driver;
- Country roads are quiet;
- I know the roads well;
- I am unlikely to get caught; and
- Police don't enforce seat belt wearing to any great extent.
The role of advertising is therefore to challenge these beliefs.
The RTA has responded to the problem by producing an occupant restraint public education campaign with the key objectives of:
- Increasing awareness of the safety benefits of seat belts in perceived 'low risk' driving situations;
- Challenging non-wearer's perception that they are only hurting themselves;
- Reminding drivers that seat belt penalties are significant and that police are enforcing these;
- Encouraging seat belt wearing to be an automatic behaviour; and
- Supporting and encouraging correct restraint use by the community at large.
The media used for this campaign include television, cinema, radio, outdoor posters and brochures. There is also a seat belt campaign specifically targeting drivers and operators of heavy vehicles.
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