Holiday
road tolls – the news is better than we think
Publicity about the road toll during the
Christmas/New Year period obscures an important fact: the rate of deaths on the road
during this period is often no worse and sometimes better than the annual average.
For all 2001, the average number of deaths on Australian roads was nearly five people per
day. For the Christmas/New Year the daily death rate was just over four.
"Neither figure is acceptable, but 270 Australians would be alive today if the death
rate per day during the whole year was as low as the Christmas/New Year period," says
David Brown, Research Manager.
These figures are in stark contrast to general public opinion which is shaping our
attitudes to the risks of death and injury throughout the year.
"Too often we see road safety as an issue only for holidays and holiday activities,
such as families taking long trips on country roads. Road safety is an issue for every
type of trip (driving, riding, cycling and walking) at all times of the year. "We
must take a comprehensive approach that instils road safety practices in all our travel
activities not just at special times of the year."
Changing public opinion and behaviour is a complex task that involves many factors.
"We have found that successful programs typically include activities at a local and
personal level; they involve a wide cross section of organisations and groups; they are
implemented consistently over a period of time; and they relate to the real needs of
people."
Some of David Brown’s observations on road safety campaigns:
messages must create an empathy with
individuals and the environment in which they operate. If negative behaviour is portrayed
in extreme ways, few people think the situation applies to them
images used in campaigns should not be
limited to stereotypes. For example, drink-driving is not confined to young men who get
over-excited in a bar and driving when fatigued is not just about young people in a Kombi
who have driven all night
messages often focus on negative
consequences (injury, death, fines and/or gaol) but not on the circumstances that lead to
the problem. To avoid a problem you have to make decisions before the event, not just feel
remorse after it
change programs must be more than
generalised advertising that appeals to the common good. General campaigns should be
backed by local campaigns
there must be opportunity to conform.
Driver Reviver locations and free soft drinks to designated drivers are two good examples
of helping a person conform to the attitudes we want
simple messages delivered consistently
over a long period appear to have the greatest success
the number of deaths on the road over a
short period of time is an imperfect way of measuring the success of a program. The
long-term impact of programs must be considered.
The soon-to-be released volume, Healthy
Transport, Healthy People, advocates a range of actions to reduce the effect of transport
trauma. It is the first of a suite of volumes that make up the final report of the
Sustainable Transport project. |
Sustainable Transport in Sustainable Cities
Principal
Sponsors
Leighton Contractors
Rail Infrastructure Corporation
State Rail Authority of NSW
Platinum
Sponsors
Bishop Austrans
Bovis Lend Lease
Holden Ltd
Macquarie Infrastructure Group
Main Roads Qld and Queensland Transport
Qantas Airways Ltd
Vic. Department of Infrastructure
WALTER Construction Group
Gold Sponsors
AMP Henderson Global Investors
Baulderstone Hornibrook
Department of Transport and Regional Services
Landcom
LSM Projects
Tyco Integrated Systems
Bronze Sponsors
Australian
Greenhouse Office
CSIRO Mathematical and Information Sciences
Department of Industry Science and Resources
Egis Consulting
Elgas Limited
Holroyd City Council
North Sydney Council
South Sydney Council
Willoughby Council
Sponsors
Bureau
of Transport Economics
Cardno MBK
Gutteridge Haskins & Davey
Printacall
Sinclair Knight Merz Pty Ltd
State Transit Authority |
DIARY DATES
April to July 2002
A series of ICT Cluster Forums,
on Thursdays at 8.30 for 9.00 am
Contact Fiona Hearne
4 April Microelectronics Cluster
2 May Photonics & Opto-electronics
23 May Electronics Manufacture Cluster
13 June Embedded Software/Software Cluster
4 July New Media Cluster
Venue: NSW Trade &
Investment Centre, Grosvenor Place, 225 George Stree, SYDNEY
May 2002
2002 Innovation Lecture
"Why is it so difficult to develop great ideas and inventions in
Australia: Australians can make it".
The 2002 Innovation Lecture by Dr Jim Fox, Managing Director, Vision Systems Limited, Dr
Fox has particular expertise in establishing and building international, technology based
businesses.
8 May : Melbourne - Vision Systems, Mt
Waverley, 6pm for lecture and cocktail reception
9 May : Sydney - The Regent Hotel, 6pm for lecture and cocktail
reception
Sponsored by: AusIndustry, Baldwin Shelston Waters & Macquarie Bank
Contact Fiona Hearne
Sustainable Transport in Sustainable Cities - May 2002
Launch of the Sustainable Transport in Sustainable Cities
project report and recommendations.
For information and registrations, Contact Fiona
Hearne
4 - 6 September 2002
Computers in Manufacturing Expo 2002
Sydney Convention & Exhibition Centre Darling Harbour
www.cimexpo.com.au
contact Jeremy Nathan
ttelephone (02) 9319 3099, email Jeremy.Nathan@industracom.com
Fiona Hearne can be
contacted by email by clicking on the links above or by phone on (02) 93517205 or fax on
(02) 9351 2012.
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