Understanding Low-Level Speeders to Increase Speed Compliance via Road Safety Campaigns

Abstract

Reductions in speed and speeding will have an immediate impact on reductions in road trauma, yet persuading road users to adhere to speed limits remains a persistent communications challenge. Why is it that the risks of speed and adherence to speed limits remain a contentious issue amongst otherwise law-abiding road users? This paper explores some of the attitudinal and research insights that have been mined from extensive interviews with low-level speeders, the resulting campaign messaging and effects over the longer term.