Overview
In June 2009 former Minister Michael Daley announced the introduction of Point-to-Point camera technology to target speeding heavy vehicle drivers. The new technology and legislation changes required a comprehensive campaign targeting heavy vehicle drivers and industry.
The lengths of road proposed for Point-to-Point enforcement will be on highways in rural areas that are known heavy vehicle routes. These include among others; the Pacific Highway, the New England Highway and the Newell Highway. The first two years of implementation will see the installation of 20 bi- directional lengths
Behavioural issues & facts/figures
Speeding - Heavy vehicles are over represented in crash statistics. They make up only 2.6 per cent of vehicle registrations, and 7.4 per cent of kilometres travelled by NSW vehicles, however they are involved in almost 20 per cent of road fatalities. Roads and Maritime Services (replacing Roads and Traffic Authority) speed surveys on major freight routes found that 50 per cent of heavy vehicles travel above the speed limit. The Point-to-Point technology will represent a significant component of heavy vehicle speed enforcement programs
Aim
- Inform all road users, but especially the Heavy Vehicle industry, of the introduction of the new Point-to-Point technology.
- Educate the community about the new laws and new penalties in place for Heavy Vehicle drivers caught through this technology.
- Provide details of the consequences for heavy vehicle drivers who are caught speeding by the Point-to-Point technology.
- Reinforce the message regarding heavy vehicle speed limits being 100km/h.
Target audience
- Heavy Vehicle Industry, drivers of vehicles over 4.5T, operators, schedulers, consignors, consignees, loading managers, loaders, unloaders, prime contractors, employers
- Males
- 50+ skew, but strong representation in 30 - 50 year old also, and incorporating under 30s as well.
- All NSW Drivers
Key message
- Point to Point technology is being introduced for heavy vehicles over 4.5t to assist heavy vehicle speed enforcement. Initially it will be introduced on known heavy vehicle routes, further lengths of road will be introduced over time.
- Point to Point technology is being introduced to improve the safety of all NSW road users and especially the lives of heavy vehicle drivers who are over represented in crash statistics.
- Tough penalties will apply for drivers caught with Point-to-Point technology along with additional demerit points deducted from licences.
- Speed infringers are more likely than ever to be caught, not only through this new technology but also by Police enforcement, which will continue to be used where this technology is present.
Campaign media
Outdoor advertising – Roadside Billboards, Truck Back advertising, Convenience advertising in Truck Stops, Radio, Press – Industry Magazines and Heavy Vehicle Press and Online.
Evaluation
Following the campaign launch the campaign was evaluated to be very effective.
Key findings included:
- Seven in ten heavy vehicle drivers were slightly more likely to monitor speed.
- Almost three in four or 73 per cent of heavy vehicle drivers claimed to be aware of the point-to-point technology.
- Two in five had seen a point-to-point campaign ad, with magazine and outdoor and internet being the most highly recalled.
- Three in five heavy vehicle drivers are aware that point-to-point technology monitors speed between two points increased by over one third compared to the pre campaign wave.