Motorists ignored $3m speed camera ad campaign, government documents show A $3 MILLION taxpayer-funded campaign aimed at changing Victorians’ perception of speed cameras has flopped, as leadfoots show their contempt for road laws. The Napthine Government has been left red-faced after internal documents revealing just 2 per cent of people paid attention to the campaign message and more people admitted speeding “some of the time” after it was shown. The campaign briefing paper seen by the Herald Sun stated its aim was to increase public confidence and “promote the positive impact” cameras had on road safety. But the Government’s own analysis showed the campaign had little effect on speed camera perceptions, with 59 per cent saying their views were unchanged and 22 per cent only slightly more positive. Only 1per cent changed driving habits and slowed down and 65 per cent did nothing. The level of support for speed cameras also remained unchanged with three in five Victorians backing them while one in five opposed their use. “At this stage, there does not appear to be any significant change in attitudes towards speed cameras,” said the evaluation paper, released under Freedom of Information. “A notable proportion rate speed cameras as ineffective and around one in five are uncertain about the effectiveness. “There has been no significant shift in the perceived accuracy and fairness of the speed camera system.” The See the Bigger Picture campaign of radio, billboard, online and TV advertisements was launched in 2012 and continued into last year to highlight “cameras save lives”. Key findings in the campaign’s review, by Sweeney Research, show: MOST Victorian drivers (75per cent) admitted to speeding occasionally or more often; RANDOM breath tests were considered the most effective in improving road safety; SEVENTY-THREE per cent found speed and red light cameras ineffective because they were just revenue raisers; and MORE than half of Victorians received speeding fines. The reports also said those surveyed believed lowering speed limits was least effective in improving road safety and concerns that speedometers were inaccurate. Opposition Roads and Road Safety spokesman Luke Donnellan slammed the Government for wasting taxpayers’ money on ads while decreasing spending on “real road safety measures”. “Victorian Motorists are thumbing their noses at the Napthine Government’s road safety strategy,” he said. “Its road safety campaign was a complete flop.” A spokesman for Police Minister Kim Wells said the results were “extremely positive and encouraging” and change would be achieved over time. “The Napthine Government does, and will continue to do, everything within its power to save lives on Victorian roads,” the spokesman said. “Part of that is educating road users about the importance of road safety cameras, and the job they do in reducing the road toll.” heraldsun.au/news/victoria/motorists-ignored-3m-speed-camera-ad-campaign-government-documents-show/story-fni0fit3-1227027379506
Posted on: Mon, 18 Aug 2014 05:01:29 +0000
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