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Case study viral TV ad reduces road deaths

The situation

Since 2000, speeding has killed a classroom of Northern Irish children. Every increase in speed increases the risk of death. Research shows that just a 5 per cent increase in average speed increases the risk of serious injuries by over 15 per cent and road deaths by over 20 per cent. Although speeding is understood to be dangerous, there is a gap between the reality of what speeding is and how drivers interpret their own behaviour:

-Drivers perceive that they engage in safe speeding.

-They go over the limit but are in full control.

-Seen as different to the type of speeding that results in serious collisions. They choose their speed not by what the law dictates, but by their own feeling of safety, how in control they feel.

-Particularly on rural roads/motorways.

-Feeling that in 30mph zones there is a reason for the limit, but on faster roads this reason is lacking.

-Much more likely to stick to speed limits in urban areas.

Drivers underplay the consequences of speeding, believing that they will not be as serious as people make out and that it will never happen to them anyway. Speeding is enjoyable and pleasurable, with many drivers even showing the classic signs of addiction.

There is an increasing belief that speeding is acceptable, almost normal, and common to everyone.