Urging South Australians to Think! about their driving behaviours will form part of a mutli-pronged approach to curb trauma on the state’s roads.
The Marshall Government has today launched the ‘Think!’ messaging, which is able to complement numerous campaigns and be used in synergy with a myriad of road safety messages.
Minister for Police, Correctional Services and Emergency Services Corey Wingard said the ‘Think!’ messaging conveys an active behavioural change rather than promoting an organisation.
“We are reducing the advertising which targets recognition of an organisation and moving towards messaging which helps to change driver behaviour and have a real affect on the mindset of drivers, motorcyclists, cyclists and pedestrians when they hit the road,” Minister Wingard said.
“The Marshall Government has also flagged a harder approach to reckless behaviour on our roads by increasing fines for medium and high-level speeding and mobile phone use while driving.”
The Think! messaging has been market tested and has had strong results for its potential to change actual driving behavior and not just consumer recall.
In the last State Budget, the Marshall Government announced $1.1 billion in funding to upgrade regional roads and make them safer for all road users.
“We also have just over $700 million to upgrade Adelaide intersections, which will save lives,” Minister Wingard said.
Department of Planning Transport and Infrastructure Chief Executive Tony Braxton-Smith said ‘Think!’ goes to the core of road safety.
“Thinking about our behaviours around the roads and importantly about the potential consequences could make all the difference,” Mr Braxton-Smith said.
“Think! Is a simple, yet direct reminder to all road users.”
Some of the key requirements which have been met by the new branding include:
BE interchangeable and adaptable to different situations and demographics;
PORTRAY a coordinated and robust approach to road safety for all South Australian road users;
BE bold and an easily recognisable;
DRIVE the conversation with road users about improving road safety behaviour.
From July 1, the responsibility of road safety came under the responsibility of SAPOL and DPTI.
