Home > Safer People > Road Users > Driving >
Campaign background
This campaign is part of the Department of Transport and Urban Planning’s
approved Road Safety Communications Overview for the year 1 July 2004 to 30
June 2005.
According to crash statistics, about one third (13 400) of all crashes in
South Australia are rear end crashes. Tailgating (following other vehicles
too closely) causes most of these. Tailgating has not been targeted previously
through an advertising campaign in South Australia. There is an opportunity
through this campaign to bring about a major reduction in the number of rear
end crashes through increasing awareness of the severity of the problem.
Advertising objectives
The objectives of the campaign are to:
- Inform the community about the strong relationship between following
too closely and rear end crashes
- Provide the public with factual and accurate information about how to
avoid rear end crashes and deal with tailgating drivers
- Educate drivers about reaction time and stopping distance
- Encourage drivers to increase the distance between their vehicle and
the one in front by following the two second rule
- Inform drivers that the following distance must be increased in wet weather
- Reduce the number of rear end crashes and road trauma
Target audience
Although the campaign is aimed at all drivers it specifically targets those
who regularly drive in peak hour traffic and those who drive as part of their
employment. Therefore the primary target audience for the campaign is:
- Motorists
- Heavy vehicle users
- Couriers and mobile trades people
Timing
Radio commercials commenced during September 2004. The commercials will be
used again at times of police enforcement, to reinforce the message to drivers.
Media strategies
Three 30-second radio commercials were developed for the tailgating (following
too closely) campaign. Each commercial is introduced with the fact, “tailgating
is one of the main causes of rear end crashes on South Australian roads”.
The key and closing message for each is, “tailgating back off”.
Tailgating (A)
The first of the series explains the consequences of tailgating – in
the words of a tailgating offender. He highlights the cost of causing property
damage, injuries and even death. Drivers learn that speed is not the only
factor because tailgating shortens reaction time.
Tailgating (B)
The second communicates the experience of a tailgating victim and provides
drivers with advice on how to react when the car behind is following too closely.
The key message remains consistent but is expanded, becoming, “if someone’s
tailgating then you should back off too”.
Tailgating (C)
The final commercial provides factual information about precautions to take
to avoid tailgating. It explains the two-second rule in relation to following
distance and heightens awareness about stopping distance and reaction time.
Campaign: listen (radio)
To view the media you may need Windows Media Player. If you do not have the plug-in, you can install Windows Media Player from http://www.microsoft.com/Windows/Media Player/download/default.asp to install the plug-in.
Safer People
>>
The
Big Picture
>>
Tailgating
(following too closely) campaign
