ARSRPE Conference Paper Database

Wipe Off 5 - A Victorian social marketing campaign

Mulholland, Emma, Tierney, P., Healy, David

Advertising

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:

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.