❓ Hon ED DERMER asks about the cost and timing of Easter road safety campaign promotions from 2006-2009. The Minister for Road Safety provides detailed figures on spending for Double Demerits and Fatigue awareness campaigns, clarifying that the Road Safety Council doesn't run a specific 'Easter Road Safety Campaign'.
AnsweredQoN 386Legislative Council
QuestionView source ↗
ROAD SAFETY — EASTER CAMPAIGN PROMOTION
Some notice of the question has been given. (1) How much has been spent promoting the Easter road safety campaign each year in 2006, 2007 and 2008? (2) How much will be spent this year to promote the Easter road safety campaign? (3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER
Some notice of the question has been given. (1) How much has been spent promoting the Easter road safety campaign each year in 2006, 2007 and 2008? (2) How much will be spent this year to promote the Easter road safety campaign? (3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER
AnswerView source ↗
I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(1) How much has been spent promoting the Easter road safety campaign each year in 2006, 2007 and 2008? (2) How much will be spent this year to promote the Easter road safety campaign? (3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(2) How much will be spent this year to promote the Easter road safety campaign? (3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
[See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(1) How much has been spent promoting the Easter road safety campaign each year in 2006, 2007 and 2008? (2) How much will be spent this year to promote the Easter road safety campaign? (3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(2) How much will be spent this year to promote the Easter road safety campaign? (3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(3) When in the lead-up to Easter did the advertising for the Easter road safety campaign begin in 2006, 2007 and 2008? (4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
(4) How is this year’s campaign being promoted in the community, and when will it begin? Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Hon PETER COLLIER replied: I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
I thank the member for some notice of this question. The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The answer provided by the Minister for Road Safety is four pages long. I seek leave to table it and to have it incorporated into Hansard . Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Leave granted. [See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
[See paper 691.] The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The following material was incorporated — I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
I thank the Hon. Member for some notice of this question. 1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
1) The Road Safety Council does not run an “Easter Road Safety Campaign.” Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Many agencies and organisations including WA Police, Main Roads WA, the RAC and local government’s through Roadwise, programs promote road safety messages at Easter. The figures provided only include expenditure from the Road trauma Trust Fund (RTTF). Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Over the Easter period, Double Demerits come into effect and this is promoted. The media expenditure for the Double Demerits activity over the Easter period per year is: 2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
2006 2007 2008 2009 $14,647 $16,099 $17,479 $9,585 The Road Safety Council also runs a Fatigue awareness campaign to educate the community about the risks associated with driving while tired by recognizing the early signs of fatigue. In 2009 advertising activity will be in the lead up to, and during the Easter public holiday period, from Sunday 5 April to Monday 13 April. The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The media expenditure for the Fatigue activity over the Easter period per year is: 2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
2006 2007 2008 2009 $459,017 $306,112 $0 $37,000 It should be noted that a further $300,000 was spent on fatigue campaigns throughout the current year. The Office of Road Safety has advised that these campaigns are more effective when conducted in short targeted bursts at various times throughout the year. Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Furthermore, the total advertising spend on road safety media and marketing campaigns is on the way up this year. The total spend was $2.5m in 2008 and is already $2.8m for the year to date. The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Office of Road Safety advises that there have also been large reductions in spending on TV advertising over Easter as this is not seen as the most effective use of advertising money for the fatigue campaign. Instead, radio — a far less expensive medium and clearly more efficient at targeting people while they are in their cars, is favoured. There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
There is also considerable media activity in the lead up to Easter conducted through other agencies with an interest in road safety. The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The radio spots are placed in suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the “trip planning” mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or home. Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Greater emphasis has also been placed on regional media spending which is also more efficient and cost-effective. Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Mass media scheduling is also only one part of the allocation of this budget, the other parts are allocated to production of mass media materials, community materials, community engagement, events, PR, etc. There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
There are many other engagement and education methods used in road safety education, which are now being utilised more (such as websites, and face to face interventions at hotels) and as these types of activities increase, some of the TV components decrease for that issue.2) In 2009 media expenditure for Double Demerits over the Easter period is $9,585. In 2009 media expenditure for Fatigue over the Easter period is $37,000 3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
3) Easter period = Friday 14 April to Monday 17 April 2006 Double demerits advertising ran 9 – 16 April 2006 Fatigue advertising ran 12 March – 7 May 2006 Easter period = Friday 6 April to Monday 9 April 2007 Double demerits advertising ran 3 – 9 April 2007 Fatigue advertising ran 2 March – 22 April 2007 Easter period = Friday 21 March to Monday 24 March 2008 Double demerits advertising ran 16 – 24 March 2008 Fatigue advertising did not run over the Easter period. Easter period = Friday 10 April to Monday 13 April 2009 Double demerits advertising running from Wednesday 8 April to Monday 13 April 2009 Fatigue advertising running from Sunday 5 April to Monday 13 April 2009. 4) DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
DOUBLE DEMERITS The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Double Demerits campaign began on Wednesday 8 April 2009. This campaign includes state-wide radio advertising, press advertising and Perth Now email alerts. State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
State-wide radio is running from 8 April to 13 April 2009. Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Press insertions on the Wednesday 8 April and Saturday 11 April ( The West Australian) and Sunday 12 April ( Sunday Times) 2009. Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Perth Now email alerts from 5 – 12 April 2009. On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
On behalf of the Road Safety council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Double Demerits is also promoted on the office of road Safety website www.ors.wa.gov.au In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
In addition to this Main Roads are using their variable message signs to display the Double Demerits message from Tuesday 7 – 13 April 2009. FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
FATIGUE The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Fatigue campaign commenced on Sunday 5 April 2009. Long trips messages encourage drivers to adopt different strategies to avoid fatigue including stopping for a break or coffee after driving for long periods, swapping drivers where possible or stopping to have a short sleep. Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Radio is seen to be the most suitable medium for this campaign as it provides the opportunity to target people while they are in their cars prior to and during the Easter holiday period. The existing suite of 5 x 30 second radio commercials titled ‘Bedtime Stories’ are being used for this campaign. Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Statewide radio advertising has been placed in the most suitable timeslot environments, that is commencing a few days prior to the holiday period when people are in the ‘trip planning’ mode, followed by the use of targeted timeslots when people are more likely to be in their cars on the ‘long trip’ away or returning. The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
The Road Safety Council produces community materials for the Fatigue message such as posters, brochures and litter bags. The community materials are made available for Road Safety stakeholders such as; WALGA through Roadwise, Department for Planning and Infrastructure, WA Police, Health Department, Road Aware, RAC, Main Roads plus local community groups on the distribution list. These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
These materials are available year round. A reminder email to order additional stock before the Easter period was circulated to Road Safety stakeholders on 1 April 2009. Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Approximately 1,700 information packs containing Fatigue community materials and Easter Eggs were distributed each morning at four Perth CBD car parks from 6 to 9 April 2009. On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
On behalf of the Road Safety Council, a media release highlighting Double Demerits and Fatigue messages was sent to all media outlets on Tuesday 7 April 2009. In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
In addition to the advertising and community materials, information on Fatigue is also promoted on the office of Road Safety website www.ors.wa.gov.au In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
In addition to this WA Police Easter News Launch was held on 8 April, WALGA through RoadWise hold “Blessing of the Roads” ceremonies in local government jurisdictions, RoadWise Great Southern coordinate with local Police the Albany Easter Fatigue Stop. RoadWise also coordinate Driver Reviver Fatigue Stops throughout the State. Roadwise is funded through the RTTF. Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Reflecting shared responsibility for road safety, Channel Nine and WIN Television have produced their own Easter Road Safety community service announcements that will be running on Channel Nine and WIN Television from 6 April until the end of Easter.
Explore WA Government Data
Search the full archive in the free dashboard, or query programmatically via API.
Explore more
Government Gazette
Appointments, regulatory notices, planning changes.
Hansard
Debates, questions, speeches and sentiment.
Tabled Papers
Reports and documents tabled in Parliament.
Committees
Committee profiles and recent reports.
Regulations
Subsidiary legislation with filters and summaries.
Bills
Proposed laws and parliamentary progress.
Acts
Current WA legislation and summaries.
Explanatory Memoranda
Bills with EMs (text/PDF) available.
Members
MP profiles, party breakdown and rankings.
Pollie Rankings
Data-driven rankings across 19 categories.
Amendment Chains
Track how schemes and regulations evolve over time.