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 areas.