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NSW government ramps up ‘Yeah Nah’ road safety campaign

The NSW government has rolled out the next stage of its Towards Zero campaign – which seeks to move the state towards zero road-related fatalities – encouraging drivers to say “Yeah Nah” to taking risks on country roads.

It is, according to the government, the first-ever comprehensive road safety education campaign specifically focused on raising awareness of the nature and size of the the road trauma problem on NSW country roads. 

A television commercial – launched during Road Safety Week last month – features a father attempting to overtake a truck by crossing over to the wrong side of the road. The car, going in excess of 120kms per hour, is then faced with an oncoming vehicle.

The screen flashes to black, with ‘Everyday decisions matter’ appearing in text, before viewers are confronted with the resulting devastating crash scene.

The ad concludes with ‘Say “Yeah… NAH” to taking risks’.

A 60-second TVC features a number of tradies and drivers deciding to avoid dangerous driving situations – such as driving through the night when tired, getting in the car after a few drinks and checking a text message when behind the wheel – before viewers see the same horrific crash which unfolds in the 30-second ad.

Viewers are then also shown the alternative – if the father had decided to stay behind the truck, and not cross over to the wrong side of the road.

The campaign includes television, radio and online advertising.

The outdoor element of the campaign, crafted for different regional locations, has also been doing the rounds on Reddit this week.

The NSW government said it was aiming to reach regional males aged 30 to 59 who make up the largest proportion (39%) of fatalities on country roads – 458 deaths over five years.

Minister for roads, maritime and freight Melinda Pavey said the campaign should encourage people to make safe, positive choices, and noted the misconceptions about country road safety.

“There is a commonly held belief that it is city people or tourists unfamiliar with regional roads who are most at risk. The fact is that the majority of drivers and riders involved in fatal crashes on country roads are country residents.

“While country residents make up only one-third of the NSW population, around two-thirds of all fatalities occur on country roads annually,” she said.

“70% of these fatalities that occur on country roads involve country residents.”

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