A new advertising campaign, the first of its kind in South Australia, will target the over representation of older drivers in serious injuries and lives lost and on the state’s roads
People aged over 70yrs make up 13 percent of the population yet account for 23 percent of lives lost and 13 percent of serious injuries on our roads. In the period 2015 – 2019, on average there were 23 lives lost and 94 serious injuries amongst senior road users each year.
SAPOL’s Media Road Safety Unit has developed a mass media advertising campaign to educate older drivers and their families on how to recognise the signs of increased vulnerability and reduce the incidence of road trauma amongst the older driving cohort. GP’s will also be targeted with the life-saving messages, encouraging them to start conversations with their older patients.
Assistant Commissioner Ian Parrott, Officer in Charge State Operations Service says although older drivers tend to be more cautious, exhibit less undesirable driving behavior and are involved in fewer crashes, the crashes they are involved in often have more serious consequences.
“Older road users can be experiencing cognitive decline, reduced physical capability or responsiveness, fragility and other medical challenges, all of which compound the inherent dangers of using the road,” AC Parrott said.
“We want to empower older drivers and their families to talk about reducing the risks of driving if it’s becoming more stressful, more scary and therefore, less safe.
“We have developed this campaign with the utmost respect for older South Australians and with the understanding that independence is an important part of an older person’s lifestyle,” AC Parrott said.
The campaign concepts were carefully developed to address the true experience of older drivers and to empower drivers to recognise the signs of increasing vulnerability.
SA’s peak body representing older people, Council on the Aging (COTA) was consulted in the development of the campaign and is supportive of the campaign’s approach.
“Older people are used to making big decisions,” said COTA Chief Executive Jane Mussared.
“Reviewing our driving and reducing, changing or stopping driving is one of those big decisions.
“We are very pleased that the campaign appeals directly to the good sense of older drivers
“It acknowledges that freedom, independence and mobility are highly valued by older people and that modifying driving behaviours doesn’t need to mean a reduction in lifestyle quality.”
RAA’s Senior Manager Safety and Infrastructure, Charles Mountain agreed.
“The campaign empowers older drivers to make decisions that support their own safety,” Mr Mountain said.
“Whether driving in metropolitan or regional areas, drivers need to be confident that they are adopting the safest possible behaviours and modifying their transport plans accordingly.”
The campaign addressed the scenarios that can cause additional stress to older drivers such as driving at night, driving in bad weather or driving on busier roads. It asks older people, their family members and their medical carers to consider avoiding these high risk situations or to consider alternative modes of transport.
AC Parrott said the campaign was subjected to comprehensive testing with the target audiences and was well received by senior drivers and their adult children.
“Importantly, research respondents saw the ads as relevant and relatable,” AC Parrott said.
“The people surveyed said they could see themselves and/or their parents experiencing these scenarios and that the ads felt credible and respectful.
“The campaign has been carefully developed so as not to blame or judge older people,” AC Parrott said.
“We’re presenting options to assist in keeping a vulnerable group of road users as safe as possible.”
The first burst of the campaign will go live on Sunday 27 February across TV, print, radio, outdoor advertising and GP clinics, until the end of March 2022.
The campaign can be viewed here.
