There are no excuses to speed – that's the simple concept of a new road safety marketing campaign which has today been launched by Waka Kotahi NZ Transport Agency and NZ Police.
National road policing director Superintendent Steve Greally says officers hear the same old excuses from drivers when they're caught speeding, time and time again.
But Police also have to witness the sometimes horrific consequences when there's a crash, he says.
Drivers have a variety of reasons to justify their speeding and many simply don't believe they will be caught, crash or hurt anyone.
'There's just no reasonable excuse for speeding. We see the unnecessary harm on our roads as a result of excessive speed every day. Police are committed to making Aotearoa New Zealand's roads safer, but we need everyone to play their part in reducing the number of deaths and serious injuries.
'We want you to get to your destination, so slow down, drive to the speed limit and drive to the conditions. And know that you can expect to see Police out on the roads – anytime and anywhere.”
Road to Zero portfolio manager Tara Macmillan says excessive speed or driving too fast for the conditions are contributing factors in almost all crashes that either kill or seriously injure drivers and their passengers, and speed plays a crucial role in determining the severity of a crash, no matter what caused it.
'Travelling at the safe and appropriate speed is incredibly important in reducing the current level of harm on our roads. Alongside enforcement, ensuring the speed limits on streets and roads are appropriate plays a large role in keeping everyone safe, no matter how they travel,” says Tara.
'Waka Kotahi and local councils are implementing safe speeds across the motu, contributing towards creating a safe transport system—and we want New Zealanders to do their part by driving to the conditions and under the posted speed limit.”
Through My Eyes launched on December 11, with an initial run of digital and out of home ads. On 20 January the second portion of the campaign launched on television, radio, video-on-demand and YouTube.
It is also rolling out on digital and social channels, running through February.
6 comments
Marketing is Useless
Posted on 23-01-2023 12:37 | By oceans
Marketing is as useless as udders on a bull. It won't work. How many marketing programmes have we had over a number of years. Have the deaths on the road gone down? NO The only way to stop speeding is to put MORE, MANY MORE, police on the roads, on motor bikes, plain cars and marked cars in addition to camera. ONLY THEN will the statistics make any sense. I hope the new PrimeMinister see's that marketing is a waist of money and he comes around to spending more, much more on enforcement. Bottom line is PEOPLE DON'T CARE. They will if it hits them in their pockets.
Multifaceted reasons
Posted on 23-01-2023 12:43 | By CliftonGuy
The authorities are constantly harping on the speed issue. Pity they do not look at things holistically. In my mind, a lot of the reasons for crashes relate to frustration, distraction and resultant road rage. Frustration because of people hogging the right lane on motorways and preventing drivers to pass. Frustration at the unwillingness/ inability of police to control this problem. Distraction of people using mobile phones or other devices, and the frustration that they are not fined sufficiently. If the mobiles were confiscated for a month, a major reset of people using them would happen. Mobiles are so important to people's lives now. I would like to know the number of tickets are given out for bad indicating. I suspect none. Too many do not indicate in advance of a turn, but during it.
Dreaming
Posted on 23-01-2023 13:11 | By jim
I must be missing something, implementing safe speed limits is going to achieve what exactly? The people that crash don't care about speed limits. I drive on Takitumu at 85 kmh and am the slowest. We need more police presence on the roads (like the old days). Dreaming.
Another pointless and expensive campaign!
Posted on 23-01-2023 18:29 | By The Professor
Money appears to be no object when it come to these ridiculous campaigns. The Police may be fed up hearing the same excuses BUT the public are equally fed up with hearing the Police go on and on about the road toll. They are clearly not capable of understanding the simple concept that people all over the world, die on roads. Hotse and carts used to kill people!! Accidents happen and throwing money at campaigns will not change a thing. The Police and NZTA are also oblivious to the real facts.....that the road toll has plummeted over the years.......so what's the problem. Divert efforts to fighting real crime such as ram raids.
Tauranga
Posted on 25-01-2023 16:19 | By Kancho
I presume all this campaign is about open road speeds. I have noted several roads in Tauranga that speed signs are only suggestions. The council put up new 50 kph signs in roads previously 70 or 60 kph but seems a waste of time and effort as many drivers continue at the old speed or higher. I note it says councils in this article but clearly no monitoring or enforcement with the city so it's do whatever speed you like. I can't see TV radio etc campaigns mean much as previously government ads costing tens of millions and derided or ignored. I actually laughed at the TV peurile ads until I realised they cost millions . Another whole level of spin bureaucracy on four figure salaries. About fourteen thousands ADDITIONAL government department people hired since Labour came into power.
Conceptual Fallacy
Posted on 30-01-2023 08:07 | By Rob .
The whole idea is a fallacy, what it achieves is people driving at 80 - 90km/h in 100km/h zones, likewise 40km/h in a 50km/h zones which in turn creates drivers following who will take greater risks to overtake due to rising frustration of being impeded in their travel. It happens already.
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