Wipe Off 5 – A Victorian social marketing campaign
Submission Date: 2005
In August 2001, the Transport Accident Commission (TAC) embarked on a major public education campaign focussing on reducing low level speeding in Victoria, i.e. speeds some 5-10 km/h in excess of the speed limit.
The Wipe Off 5 campaign forms part of a broader, longer term Victorian program to reduce speeds based on three linked strategies:
- reduction in the speed limit on local streets in built up areas throughout Victoria from 60 to 50 km/h;
- provision of information using mass media to reinforce the proven benefits of reducing low level speeding; and
- more intensive Police enforcement of speed limits to deter potential offenders ? including more hours of camera operation, less visible cars and more camera locations, supported by higher penalties and reduced speed tolerances.
Wipe Off 5 was developed to directly support Victoria Police?s enforcement activity and reinforce the significant changesin speed camera systems.
This paper will outline the steps undertaken in developing and implementing the program and point to key indicators of success relating to Victoria?s speed reduction program.