The success of the ‘Pinkie’ campaign - Speeding, young male drivers, behaviour and cultural change - Assignment help

Abstract

Speeding is the biggest road safety problem in NSW and young male drivers are significantly over represented in speeding related crashes. This is not an emerging trend; it has been the case for decades. This is despite the introduction of new technology to help detect  and penalise speeding drivers, targeted legislation, improved vehicle safety features and education campaigns to ensure drivers are aware of and understand the dangers of speeding.

In 2007 the RTA adopted a new approach to make contact with a traditionally difficult to reach target audience (young men) with an anti speeding message that would have an impact on their attitudes, beliefs and motivate behaviour change. The ‘Pinkie’ campaign ‘Speeding. No one thinks big of you’ has not only broken through the youth barrier but has been embraced by popular youth culture. Amazingly the campaign has generated worldwide interest, confirming that young male speeding drivers are a global problem and that the campaign has adopted a unique approach. The campaign has won industry awards and gained unparalleled media exposure but most importantly it has combined with other anti speeding initiatives to help significantly reduce speeding related fatalities in NSW. The campaign was extensively researched during its development and subsequent campaign tracking  confirms the methodology was on target. The Pinkie campaign has introduced a new paradigm into  road safety marketing in Australia.

Keywords

Speeding, young male drivers, behaviour and cultural change

Introduction

The paper details the groundbreaking approach adopted in 2007 by the NSW Roads and Traffic Authority in tackling an endemic community issue – the high level of youth speeding deaths.

In NSW speeding is predominantly a male problem, with 85 per cent of drivers involved in fatal speeding crashes being males. Prior to 2007 speeding regularly accounted for 40 per cent of the road toll and young men have been over represented in fatal speed related crashes for many years.

The issue was evident, when despite an overall reduction in the road toll in 2006 there was an increase in fatal speeding related crashes involving young male drivers.

In 2006 the number of speeding male drivers aged 25 years and under involved in fatal  crashes rose by 24 per cent compared to 2005.

The deaths generated media stories highlighting the impact of these crashes on family, friends and the whole community.

Of all speeding drivers involved in fatal crashes between 2002 and 2006, 34 per cent were aged 17- 25 years of age, although they accounted for only 14 per cent of all licence holders.

Young drivers are also over represented in high range speeding infringements. P-platers represent 7 per cent of licence holders but account for 34 per cent of speeding infringements 30km/h and above and 41 per cent of speeding infringements 45km/h and above.

Many factors contribute to these statistics including inexperience, poor risk perception, impulsiveness, sensation-seeking, recklessness and rushing.