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Injury Awareness
24 hours. 24 injuries. Think about the impact.
Did you know that from 2000 to 2007, an average of 9,000 people have been injured on South Australian roads each year? That’s 24 people injured every day – 24 injuries every 24 hours. It is simply too many.
Of these, an average of 16% are injured seriously enough to require hospitalisation and many take years to recover and some never recover.
MAC research shows that most road users greatly underestimate the number of people injured on the road and don’t have an understanding of the implications of serious injury, which are sometimes lifelong.
The 24 hours. 24 injuries. campaign aims to highlight the real extent of the daily road trauma on South Australian roads.
MAC encourages all road users to think about the impact of road injury, not only to themselves but also to their loved ones and to the wider community.
MAC asks every South Australian road user to avoid causing road trauma by not exceeding the speed limit, not to drink and drug drive, wearing a seatbelt, not using a mobile phone and not driving when tired.
Campaign message
The 2008 Injury Awareness campaign aims to heighten the awareness of the vast number of injuries on South Australian roads. The television commercial is hard hitting and comprises graphic images of crash scenes and injured victims receiving treatment. For this reason the commercial is M rated. The graphic imagery was used to shock people into recognising the scale of the problem, so they will realise the need to be careful on the road.
The campaign may not be easy to watch, but the impacts of road crashes are often horrific. This is an accurate depiction of the disturbing effects of road crashes and the community needs to be aware of those effects.
Outdoor and online advertising support the TV commercial.
View the statistics:
Compulsory Third Party (CTP) - Monthly and yearly CTP statistics as maintained by Motor Accident Commission Police Road Crash Statistics.
South Australia Police road crash statistics - The South Australia Police maintain year-to-date fatality, serious injury and casualty statistics.
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