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Wipe off 5
In August 2001, the TAC launched the first phase of its ‘Wipe off 5’ campaign targeting the issue of low-level speeding and dispelling the myth that traveling even a few kilometres over the legal limit is safe.
Eight subsequent ‘Wipe off 5’ campaigns – emphasising that small reductions in speed can make the difference between life and death - have been launched in the past six years. These campaigns have varied in nature. Some have focused on the consequences of speed not just for the victims but on the family of the driver while others have taken a more statistical, scientific approach to demonstrate the ‘lower speed, lower impact’ approach.
During the time of these campaigns, there have been some significant improvements in community attitudes towards speeding and also in behaviour. For instance according to Sweeney Research people who report they speed most or all of the time has fallen from 25% to 11%.
Market research surveys also show that the ‘Wipe off 5’ concept is generally understood by Victorian motorists and is having a positive affect on their driving behaviour. Since the commencement of the campaign, Vic Roads has reported a drop in average travel speeds in 60, 70 and 80 km/h speed zones.
A case study of the Wipe off 5 campaign has been developed and can be downloaded here in Adobe Acrobat format. The case study offers an in-depth analysis of the development and implementation of this campaign, including background to the issue of speeding and the various stages of the campaign from concept and market research through to launch and post-campaign evaluation.
In 2009, Victoria recorded a total of 290 deaths on the road, with speed a major factor contributing to many of these crashes.
Research by the University of Adelaide shows that a driver travelling 5 km/h above the 60 km/h speed limit doubles his or her risk of being involved in a crash.
Driving 5km/h less can lessen the severity of injury and mean the difference between: death or a serious injury; or a serious injury and a minor injury.
How can 5km/h make a difference?
In basic terms, as your travel speed increases, so does your risk of crashing and being seriously injured or killed.
The graph below depicts the relationship between travelling speed, stopping distance and impact.