Land Transport Adverts Off Target

Ford New Zealand is supported by the Candor Trust in seeking removal of the latest speed advert which depicts a Ford vehicle failing to take a curve. Panic mongering should seek to be realistic, but recent adverts fall far short.

The advert worrying Ford is not credible. Models with electronic stability control such as the ads crash car are the next big thing. They have the potential with good uptake to reduce New Zealands road toll by 10%.

Land Transport New Zealands claim that they are hitting the correct target audience with this advert, is questionable. People driving high spec Fords are surely not found to be over represented in the carnage.

Candor disputes Mr Graham's claim in support of LTNZ that 120 people are killed in speed related crashes yearly The correct figure is perhaps closer to 100 people dying in crashes where the speed limit was exceeded.

For another 300 killed it wasn't.

In fact more people are likely killed through drowsy driving and similar numbers due to illicit drugs, and that is where the advertising dollar ought to have been channeled.

The last thing New Zealand needs is more unrealistic speeding adverts based on fantasy. Poor curve taking is often more a function of lowered performance in consequence to poor skills training, fatigue or drug use.

Showing a crash that may be typical but is only a symptom of that pot pourri of true causes without further explanation seems pointless and socially irresponsible.

We understand that Ford is not the only organisation to have lately registered complaints against LTNZ for it's ineffective advert campaign. Candor stands advised that others are pending from various affiliated groups.

Until LTNZ becomes willing to properly consult with road safety concerned groups about it's campaigns, and to base them on sound statistics rather than failed policies they'll continue to be a good earner and award winner for some creatives.

They will also continue to have no impact whatsoever on our increasing road toll. One that is set to be up 10% on last years toll. Far too many are 3rd person narratives, proven by sound local research to create "that's happening to someone else but it won't get me" syndrome.

The ill conceived speed overdose advert campaign is largely why we are not reducing our toll by 4% a year like other OECD countries. LTNZ's selected "Greatest Enforceable Risks" for publicity are not the greatest risks by a long shot.

It is not acceptable or efficient to attempt to address fatigue and drug driving indirectly by reducing speeds as LTNZ papers indicate is their ditzy plan. These issues need pinpointing not a "slow down, get less bodies" approach.

Candor has also lodged a complaint with authorities about LTNZ adverts in the last week says Spokesperson Rachael Ford. The Public deserves better and if LTNZ is upsetting so many pro road safety groups one must wonder.

ENDS

© Scoop Media