IMEA/RTA Local Government Road Safety Project
Now in its fifth year the IMEA/RTA Local Government
Road Safety Project continues to raise the priority of road safety in
local government primarily through the development of road safety
strategic plans and the incorporation of these plans into council
management plans. The project forms one key element of the Road
Safety 2000 Local Government Road Safety Program. Joining the project
in 1994 the Motor Accidents Authority provides funding for annual
council road safety projects and plans and for an annual Local
Government Road Safety Awards Scheme.
Excellence in Road Safety Awards
The Local Government Excellence in Road Safety Awards Scheme
was established in late 1995. The Awards, sponsored by the Motor
Accidents Authority, publicly recognise the outstanding achievements
of councils in the area of behavioural/educative aspects of road
safety. This year the Award Scheme attracted 27 nominations from 33
councils.
WINNER
Sutherland Shire Council
'One Life One Chance' Shuttle Bus Service
This project was developed as an extension to a media campaign
targeting young people 17-25 years who drink and drive in the Shire.
The scheme involving a shuttle bus service run in cooperation with
six hotels and clubs in the Sutherland and Cronulla area on Friday
and Saturday nights has helped to reduce street crime as well as
increasing safety on the local roads.
The bus service operates between the potentially lethal hours of
11pm to 4am and provides a realistic alternative to drink driving and
is sponsored by the participating hotels and clubs. The campaign was
developed in conjunction with a team of youth workers, local bus
companies and the venues.
The bus service has realised patronage of around 1,000 people per
weekend and police have identified a 10 percent reduction in
malicious damage and street offences. This project was well
researched, planned and evaluated and demonstrated the value of
working together with the community to provide an alternative for
young people to drinking and driving. Piloted for a period of six
months, the six venues involved in the sponsorship of the service
have agreed to continue the service until August 1998.
WINNER
'Speed you Lose'
This project was a combined initiative by seven Western Sydney
councils to heighten awareness among youth of the dangers of
speeding.
The 'Speed You Lose' campaign by Blacktown, Fairfield, Hawkesbury,
Holroyd, Liverpool, Penrith, and Parramatta City Councils was
designed to reach the vulnerable 17-15 year old male age group and
used media readily acceptable to this age segment.
A series of 'vox pop' interviews ads were aired on commercial and
community radio which used the language and style of the intended
audience. In addition a competition was run in conjunction with
ONE-FM to compose a radio lyric and a print media campaign launch.
Road Safety Officers in the various councils ran localised
promotions in tandem with the regional campaign including anti speed
banners, monthly school and police columns in local press, give away
'Speed You Lose' T shirts to a local touch football team and
displays. There was also a hot air balloon displaying the slogan to
reinforce the message throughout the area.
The project demonstrates how a substantial campaign can be mounted
regionally, by pooling resources and personnel across an area that
has a similar road safety problem, and still allow for localisation
of the project to occur within each participating area. The project
was well researched and demonstrates effective consultation with and
involvement of the target group.
Highly Commended
Leichhardt Municipal Council
'Nostri Figli, Nostra Responsibilita'
Italian Child Restraint Media Campaign
With research showing people from non English speaking backgrounds
were less likely to use seat belts for children than the rest of the
community, Council launched a campaign to raise awareness of the
value of child restraints in the Italian community.
Strategies in the campaign included newspaper articles, radio
advertisements, a launch, activity sheets, a competition to win
harnesses and a leaflet in Italian. This was a well planned and
targeted media campaign which was achieved on a small budget. It
fostered community ownership of the problem by involving parents,
grandparents and children in the production and recording of radio
ads and translation of material. Local business also supported the
project.
Highly Commended
Great Lakes, Gloucester Shire and Greater Taree City Councils
'Wet Weather Road Safety Campaign'
Developed as a result of the number of crashes occurring during
wet weather on the Pacific Highway and local roads this innovative
campaign aimed to alert drivers to the dangers of wet roads and the
need to drive according to local conditions.
Locally sponsored radio ads were run during wet weather and after
weather reports predicting rain, and police were present at hazardous
areas when rain began to fall to encourage drivers to slow down.
Other strategies included media releases, a TV news item,
successful lobbying by police to lower the speed limit at an
identified blackspot, a defective tyres strategy which encouraged
locals to replace worn tyres and local retailers offering free tyre
checks.
Evaluation suggests a decrease in wet weather crashes to date and
the project is ongoing. This project was well planned and was a good
example of how a combination of education, enforcement, media
strategies, and involvement of local business could be used to tackle
a common community problem.
For further information contact Gillian Browne, Project
Officer,
telephone (02) 9267 5224.
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