19 April 2004

If you're prepared to speed, be prepared to kill

Drivers who are prepared to speed should be prepared to kill – that’s the stark message of New Zealand's latest road safety television ad which went to air last night (Sunday 18 April).

“Speeding drivers are putting all of our lives at risk. A speeding driver has the potential to kill you, your friends and your family,” LTSA General Manager Communications and Education Liz Taylor-Read said today.

The new ad is part of a campaign designed to help build community rejection of dangerous driving behaviour, including speeding.

“We want individuals and communities to think about the realities of speeding and what it could mean for them.”

The road safety ad follows a man going into a shop and returning to his vehicle. As he interacts with other people in his community, viewers are told that he's "prepared to kill" all of them. He then hits the road, travelling at high speed.

“The ad reflects the new manner and style of our approach to road safety advertising by focusing on the impact of speeding on friends, families and communities, rather than solely on the offender,” Ms Taylor-Read said.

Last year 167 people were killed in speed-related crashes, compared to 126 in 2002.

More… Prepared to kill two of two “Most people would never complain to a friend about the 'injustice' of being caught drink-driving, because they'd be ashamed. But when we get a speeding ticket it's a different story - the complaints flow freely and find many a sympathetic ear.

“But the fact is that speeding drivers kill and maim more New Zealanders than drunk drivers. Excessive speed is the single biggest contributing factor to fatal crashes.”

Speeding drivers aren't just gambling with their own lives - they also injure and kill a substantial number of other people each year. In 2003: 780 of their own passengers were injured and 46 were killed 470 occupants of other vehicles were injured and 24 were killed 70 pedestrians and cyclists were injured and six were killed.

ENDS

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