A STRIKING series of billboards will line Limestone Coast roads this month as South Australia Police urge regional residents to consider the consequences of the way they drive.
The “Think About Who You’ll Leave Behind” message of the new billboards prompts drivers to reflect on those they would hurt if their bad driving decision led to their death or serious injury.
The targeted action builds on the success of previous billboards such as ‘Don’t Drive like a W-anchor’, ‘Don’t Drive like a C*ck’ and ‘Don’t Drive like a Kn*b’, and the so called ‘Bromance’ campaign (‘Slow Down Schnookums’, ‘Don’t Drink Drive Sugar Plum’ and ‘Buckle Up Honey Buns’) which encouraged drivers to call out a mate who is about to make a dangerous driving decision.
While eyebrows were raised about the wording of some of these ads, research shows that the attention-grabbing messages of encouraging peer intervention have worked.
Following years of reinforcement, attitudinal research shows peer intervention has become common place and people are less likely to drive dangerously with another person in the car.
However, poor driving decisions are now more commonly made when drivers are alone because they believe they are only hurting themselves.
In depth, one-on-one, face to face interviews with regional residents who represent the target audience identified respondents would do the right thing around others but loosen their behaviour on their own, citing the belief they are not hurting anyone else.
Traffic Services Branch Officer in Charge Superintendent Bob Gray said driving on regional roads was statistically more dangerous than in metropolitan areas and whole families and communities were devastated by road trauma.
“Unforgiving terrain, high speed roads of varying quality, the tyranny of distance and fewer public transport options mean that regional drivers are over represented in the lives lost and serious injuries on South Australian roads,” Superintendent Gray said.
“Not wearing a seat belt, drink driving, driving above the speed limit and driving whilst distracted are the most deadly behaviours detected on regional roads.
“We want to remind people that while you may think you are only risking your own safety, your behaviour on the road can have a catastrophic impact on the people who love you and rely on you.”
The billboards depict images of children, spouses and team mates in the rear-view mirror, aiming to place important people metaphorically into the car with the driver and prompt second thoughts about dangerous driving decisions.
In addition to billboards, the campaign will appear across TV, newspapers and digital platforms during November.
