Enjoy the ride - Advertising campaign: Questions


262. Hon LYNN MacLAREN to the Attorney General representing the Minister for Road Safety:
(1) What was the total cost of the Enjoy the Ride campaign?
(2) How was the road safety effectiveness of this education campaign measured?
(3) Was there a reduction in the number of speeding fines issued?
(4) Was there a reduction in the number of incidents of drivers running red lights and ignoring stop signs?
(5) Was there a decrease in the number of accidents involving excessive speed?

Hon MICHAEL MISCHIN replied:
On behalf of the Minister for Road Safety, I thank the honourable member for some notice of the question.
(1) The Enjoy the Ride campaign was produced in 2010 at a cost of $420 000, and media scheduling has cost a total of $2 673 000 over four years—that is, $550 000 in 2010–11; $570 000 in 2011–12; and $1 163 000 in 2012–13. The scheduled cost, which I suppose is the estimated cost, for 2013–14 is $390 000.
(2) The effectiveness of this campaign was initially measured against research of the target group of hectic lifestyle, low-level speeders and was then measured through an individual campaign evaluation in 2012 and 2013.
(3)–(5) The Enjoy the Ride campaign is ongoing, and further evaluation will be undertaken on its completion. It is noted that crash statistics analysis shows that in 2012 there were 26 per cent fewer crashes where speed was recorded as a contributing factor compared with the five-year average between 2007 and 2013.