OBJECTIVE 3:  Increase awareness of the dangers of speeding.

Strategy 1:  Develop and implement public outreach campaigns to encourage compliance with speed limits.

The introduction of revised speed limits and strict enforcement needs to be accompanied by communication and education programs to ensure motorists acceptance and enhance compliance. It will be particularly difficult to change attitudes to speeding through education and publicity unless speed limits are perceived to be realistic.

Key Actions:

  • Develop and evaluate awareness campaigns to educate drivers on the importance of obeying speed limits and the potential consequences of speeding.  (In progress)

  • Educate the public about why and how speed limits are set.  (Planned, 1 year)

Strategy 2:  Develop national communication campaigns targeting high-risk drivers.

Years of highway safety program research have shown that communication and public education, accompanied by enforcement can modify driver behavior.

Key Actions:

  • Use market research to create driver profiles to clearly understand how, when and where to reach speeders.  (In progress)

  • Develop a communications strategy to educate the public and target at risk drivers.  (In progress)

  • Work with highway safety partners to include appropriate material on the dangers of speeding in their training curriculum.  (In progress)

Strategy 3:  Encourage vehicle manufacturers to promote responsible driver behavior and speed compliance in advertising.

Much of vehicle advertising appears focused on vehicle performance and fails to appropriately promote safe and responsible driving.

Key Actions:

  • Communicate with vehicle manufacturers, including motorcycle manufacturers, expressing concern about a focus on speed, power and performance in advertising and the need to incorporate responsible safe driving messages.  (Planned, 1 year)