Evaluating the effectiveness of brief anti-speeding messages disseminated within warning notices to driving offenders

Abstract

Road safety messaging represents a long-standing strategy in efforts to reduce speeding, a behaviour which accounts for an estimated 30 % of all road crashes on Australian roads. This study aimed to further examine the effectiveness of such a strategy via the use of a novel message medium that included anti-speeding messaging disseminated to speeding offenders via warning notices issued by a Start Government Transport agency. Informed by the Step approach to Message Design and Testing (SatMDT), survey content was devised to compare the effectiveness of the messages across various outcome measures including intentions to stay within the posted speed limit. A total of 219 speeding offenders completed the online survey. Overall, the results found some positive responses regarding Intervention condition participants’ responses to the anti-speeding messaging featured within the warning notices. Among some of the key findings were that the Intervention condition participants reported relatively low levels of message rejection. Additionally, females responded more favourably to both messages than males. Collectively, the findings suggest that there is no harm in including such messages within warning notices providing such messages are concept-tested prior to use. Overall, the findings suggest this approach may represent a low-cost option for targeted message delivery.

Keywords

• Road safety
• Warning notices
• Offenders
• Double demerit point
• Accumulation of demerit points
• Road safety messaging