Speed is a major behavioural issue contributing to fatalities and serious injuries on South Australian roads. Speed not only impacts the risk of crash involvement but also the severity of the crash. To combat the behavioural issue of speed MAC, launched the ‘Hairy Fairy’ campaign in 2016.
The campaign stared the iconic ‘Hairy Fairy’, a fictional character who helps drivers recognise moments when they may be tempted to speed and encourages them to avoid situations that could ‘get hairy’. The campaign used a humorous approach to engage audiences with the difficult subject matter and aimed to change behaviour, normalising sticking to the speed limit.
- Reach regional and metropolitan South Australians.
- Create awareness around the behavioral issue of speed.
- Increase the proportion of target audience that drive on or below the legal speed limit all the time (Maintenance).
- Increase the proportion of target audience that drive on or below the speed limit most of the time (Action).
- Prevent those that drive on or below the speed limit from shifting backwards.
- Aim to reduce self-reported speeding behaviour to below current levels toward at least 42%.
- This campaign won the National AMI 2017 Award for Social Marketing and Social Change.
- Awareness increased across the campaign length, exceeding benchmarks in the last burst for the combined target audience at 77%.
- Across all demographics, there have been modest increases in the maintenance stage of adhering to the speed limits at all times.
- Overall there have been combined increases in those who ‘always’ or ‘mostly’ adhere to the speed limit, with no reversion to those groups who ‘reject’ speed adherence:
Speeding 1-5km decreased from 26% to 19% in metropolitan areas.
Speeding 1-5km decreased 23% to 21% in rural areas.
Speeding 6-10km decreased from 12% to 7% in metropolitan areas.
Speeding 6-10km decreased from 15% to 12% in regional area