The Safe System approach – how to communications
The Safe System approach – how to get the message into your communications Version 4: May 2014 A typical front page story about a road crash BEFORE Under a Safe System the same crash would have a better outcome AFTER Contents What is Safer Journeys? 1 What is the Safe System approach? 2 How you can help save lives 2 Communication objectives 2 Key messages 4 Telling the Safe System story 7 Safe System communication checklist 9 Useful resources 10 We’ll save more lives as a team 10 Appendices Opinion editorial 12 Media releases 15 Before and after reporting 23 Using the Safer Journeys identity 27 What is Safer Journeys? Safer Journeys is the name of the New Zealand government’s road safety strategy to 2020 - www.saferjourneys.govt.nz. Its vision is a safe road system increasingly free of death and serious injury. This vision challenges all of us to change the way we think about road safety and the way we work together to make journeys on New Zealand roads safer for everyone. The strategy reflects research and experience from overseas, especially Australia, the Netherlands, France and Sweden, together with the expert knowledge and experience of New Zealand road safety practitioners. The views and priorities of the public were also considered when developing the strategy. It introduces the Safe System approach to New Zealand – that represents a fundamental shift in the way we think about, and act upon, road safety. The term ‘Safer Journeys’ implies a direct benefit that every New Zealander can readily support. For this reason, the logo is used to highlight the suite of road safety activities to help embed the Safe System approach, as outlined in Safer Journeys and the subsequent Safer Journeys Action Plans. The Safer Journeys logo is the property of the Ministry of Transport. NZ Police, ACC and the NZ Transport Agency have a licence to use it. Other organisations are welcome to apply for a sub-licence from the Ministry of Transport or the Transport Agency to use the logo for projects related to the Safer Journeys strategy. 1 What is the Safe System approach? The Safe System differs from traditional approaches to road safety which focused largely on the actions of the road user. Research from Scandinavia and South Australia shows that even if all road users complied with road rules, fatalities would only fall by around 50% and injuries by 30%. So if everyone obeyed the road rules, New Zealand would still have more than 130 deaths on the road each year. The Safe System approach looks beyond the driver. It identifies and addresses all the causes of crash trauma because serious crashes are system failures. A more forgiving system means that when someone makes a mistake it is less likely to result in loss of life or limb. The Safe System approach aims to create a forgiving road system based on these four principles: people make mistakes: we need to recognise that people make mistakes and crashes are inevitable people are vulnerable: our bodies have a limited ability to withstand crash forces without being seriously injured or killed we need to share responsibility: system designers* and the people who use the roads must all share responsibility for creating a road system where crash forces do not result in death or serious injury we need to strengthen all parts of the system: we need to improve the safety of roads and roadsides, speeds, vehicles, and road use so that if one part of the system fails, other parts will still protect the people involved. *System designers aren’t just people who build roads. This term refers to everyone whose work can affect road safety outcomes. So system designers could be planners, engineers, media and communications teams, policy makers, asset managers, enforcement officers, etc. But they also include a wider range of professions that traditionally wouldn’t have been considered as having a direct effect on road safety. Some examples and how they can contribute to a Safe System: Insurers can incentivise road safety choices Utility companies can choose not to place power poles by the side of the road so that the roadsides are more forgiving if someone makes a mistake Fleet managers can choose five star vehicles so staff are protected in the event of a crash, and introduce a safe driving policy so staff and employers share responsibility for good driving behaviour The media can report stories in a Safe System way by looking at all the factors contributing to a crash and not simply blaming the driver. 2 How w you u can n help p save live es As a sy ystem desig gner who influences road safetty, you nee ed to identtify what yo ou can do o in your jo ob to make e our road system mo ore forgivin ng. Howeve er, to raise aware eness of wh hat the Safe System a approach is, what we e’re doing differently y and what that actually means for f people e, it’s funda amentally im mportant tthat you also chang ge how you u talk abou ut road saffety. Chang ging the road safety conversatiion is a long-term goal. Every c conversatio on with th he public, stakeholde s ers or medi a is an opp portunity to o tell the Sa afe System m story a and encourage a nattional conv versation about a redu ucing deatths and serrious injuriess on our roa ads. These e opportun nities range e from BBQ Q conversa tions with friendss to media interviews. Repetiition is impo ortant. The e more we use Safe System S lang guage in o our everyday conversations an nd commu unications, the quicke er it will become partt of the roa ad safety conversattion. This gu uide to com mmunicatin ng the Safe e System will w give you the toolss you need d to spread d the word in an impa actful and d compellin ng way, a way w that c changes ho ow New Ze ealanders think and talk aboutt road safe ety and helps them to o value and supporrt our efforrts and the Safe Syste em approa ach. You sho ould build the t Safe Sy ystem apprroach into your everyday comm municationss using a positive, in nclusive, pu urposeful a and empow wering tone e. Commu unicattion o objec ctives Clear, consistentt and relev vant messa aging will help deliverr on the folllowing comm municationss objective es: 1) People e know about the Sa fer Journeys strategy y and how w it directly influen nces the prrogramme s and proje ects that we w work on n. 2) The priinciples of the Safe S ystem app proach are e understoo od and supported by all New Zeala anders. 3) People e know what is differe ent about this approach. 4) People e know what they ne eed to do, want to play their pa art and deman nd better safety s outc comes. 3 Key messages for the general public and media Talking about the Safe System should flow in to our communications naturally but below are some key messages to get you started when crafting your own. These draft key messages address each of the communication objectives. Communication objective Key messages People know about Safer Journeys and how it directly influences the programmes and projects that we work on. Safer Journeys gives us a road map for focusing our efforts where the greatest gains can be made. Safer Journeys adopts a Safe System approach that is a fundamental shift in the way we think about and act upon road safety in New Zealand. Safer Journeys outlines a number of priorities and initiatives that are important steps towards achieving a Safe System. Achieving safer journeys requires a more forgiving road system, and we must all take more responsibility for road safety. A Safe System is a more forgiving road system that reduces the price we pay for human error. In a Safe System, although crashes are inevitable, death or serious injury is not. People make mistakes and some crashes are inevitable. Our bodies have a limited ability to withstand crash forces so we must design the whole transport system to protect people from death and serious injury if they do crash. Designing to protect people from crash forces means creating forgiving roads and roadsides; speeds where collisions are survivable; newer, safer vehicles that prevent errors and protect the body, and ensuring that anyone on the road has the skill, knowledge and focus required to travel safely. The principles of the Safe System approach are understood and supported by all New Zealanders. 4 …continued The Safe System approach recognises that the solution to a problem within one aspect of the system often lies in another (e.g. reducing fatigue-related harm might involve improving vehicle technology and installing rumble strips rather than just trying to change driver behaviour). The Safe System approach aims to strengthen the whole system – in a safe system we will have more five-star roads, five-star vehicles, appropriate travel speeds and alert, compliant users. The Safe System approach means everyone has a part to play including: policy makers; engineers; urban planners; the vehicle industry; fleet owners; businesses; utility companies; property developers; road maintenance crews; lobby groups and NGOs; schools; parents; insurers; retailers and road users. A Safe System approach means we think about the system as a whole, rather than its component parts. Decisions about road safety work programmes are targeted to risk and will help to minimise harm. The Safe System approach aims to prevent deaths and serious injuries (instead of all injury crashes). The Safe System approach means that the highest risks are targeted. The Safe System approach accepts that people make mistakes and that some crashes are inevitable. Instead of asking ‘Why did that person crash?’ we ask ‘Why was that person so seriously injured?’ We need to plan and design the system to accommodate human error so if one part of the system fails, the other parts will still protect the people involved. We don’t look at parts of the system in isolation. The solution to a problem in one part of the system may lie in another part – so we need to look at the whole system and strengthen all the parts. The Safe System approach is proactive – it’s about identifying risk and preventing crashes before they occur. The principles of the Safe System approach are understood and supported by all New Zealanders People know what is different about the Safe System approach Communication Key messages 5 objective People know what they need to do and want to play their part Under a Safe System the role of road users is to be skilled, competent, alert, and to follow the rules. People around a driver or rider also need to take responsibility – such as mates or the parents of young drivers. The Safer Journeys strategy introduces changes that make the most difference to reducing the likelihood of you dying or being seriously injured on our roads. To achieve safer journeys for everyone, there are going to be some things that change in the future and some of those things might affect you. Below are some examples of practical ‘call to action’ advice for road users: • Buy the safest vehicle you can afford so it protects you and your loved ones in the event of a crash, and keep your vehicle really well maintained. • Make sure the young drivers in your family drive the safest car in the garage, they may benefit more from the enhanced safety features, • Some roads are safer than others so travel at speeds that are appropriate for the level of safety. • Travel at a safe speed for the road and conditions – such as the safety of your vehicle, the weather, other traffic on the road, and your level of experience. • Give driving or riding the respect and attention it deserves - about half the crashes that kill people are caused by people who aren’t breaking the road rules – they are people like us who are making mistakes when they are tired, distracted or confused. • Think ahead and leave plenty of time for your journey – even short ones. • Share the road safely with others. • Stay sober, drug-free and fatigue-free behind the wheel, and ensure others do the same. • Look after others in your community and take some responsibility to help them to make good decisions, for example about drink driving, speeding or texting. 6 Telling the Safe System story Whether you are having a BBQ conversation, talking to your CE or being interviewed by a journalist, there’s an opportunity to promote the Safe System approach and help influence the way people think about road safety. Talking to the public We need to take every opportunity to help the public understand their role in the Safe System and help them make safer choices. They need to understand their responsibilities as a road user and as a member of the community but also have confidence that the transport sector is doing what it can do to create a Safe System. In the key message table there are lots of examples where we can challenge people to take action, for example: ‘Buy the safest car you can afford’. There’s a leaflet that explains the Safe System approach for the public: www.saferjourneys.govt.nz/assets/Uploads/Safe-System-leaflet-for-the-public-A4PRINT.pdf Talking to stakeholders and other system designers Think about incorporating Safe System messages in other communications tools and channels and make it part of the conversation in all areas of your work. Use the key messages where you can. Think about channels such as letters, fact sheets, project newsletters, promotions, web pages etc but also think about how you frame your meetings, reports and other administrative work. You can find resources such as leaflets etc to help with this at www.saferjourneys.govt.nz/resources Talking to the media You may talk to the media about road safety issues but the way to do this will differ depending on which organisation you’re from and what the topic is. For example Police commenting reactively at a crash scene will have a very different communications role to someone from the Transport Agency being interviewed about a new website for young drivers. Police can also be limited on what they say due to a Coronial enquiry or an ongoing judicial process. Proactive media communications Where possible, we should take every opportunity to educate the media on the Safe System approach (as they’re a main channel to the public). If we can educate the media on the Safe System approach they will start to ask us the right questions about road safety issues to help change the road safety conversation. While we cannot control what the media prints, says or shows it is important to continue to reinforce the Safe System key messages. Tell your story in a Safe System way. Use the key messages and inject some of the key principles into your story (shared responsibility, crashes are inevitable but they don’t need to result in death or serious injury etc). 7 Discuss what you’re announcing in a Safe System context. Does it specifically contribute to the Safer Journeys strategy or does it use the Safe System approach? What do you want road users to do differently? Why? How will that help them personally have safer journeys? Reactive media communications Use every media enquiry as an opportunity to reinforce the Safer Journeys message and to promote the Safe System approach. Encourage journalists to look at the issue from a Safe System perspective and ask these two questions: What was the combination of factors that led to the crash? and What led to the fatality? The cause of the crash and the cause of the fatality may be different. Encourage them to also consider: What can we learn? What can we make changes to? Who shares the responsibility? What are we already doing to improve safety in that area? We may have to manage expectations around this. Think about and suggest other people who can comment on the issue – who can give a different perspective? Who else can reinforce the Safer Journeys story in this instance? In the appendix, you will find examples of communications that have received the Safer Journeys ‘treatment’ to give you an idea of how easy it can be to include Safe System messaging. 8 Safe System communication checklist Is your communication supporting the Safe System approach? Yes No It recognises that we all make mistakes and we shouldn’t have to pay with our lives or limbs. It encourages people (or organisations) to take responsibility and play their part in creating safer journeys. It reinforces that there are a combination of factors that go to reducing the risk of death and serious injury. It considers the contribution of all parts of the system? You don’t have to mention them all if it doesn’t but consideration should be given. Safe roads and roadsides Safe speeds Safe vehicles Safe road use The messages have been tailored for the audience so that they understand specifically what is required of them. The communication is in keeping with the tone of the Safe System positive, inclusive, purposeful, empowering. Don’t forget the four Safe System principles: people make mistakes: we need to recognise that people make mistakes and crashes are inevitable people are vulnerable: our bodies have a limited ability to withstand crash forces without being seriously injured or killed we need to share responsibility: system designers and the people who use the roads must all share responsibility for creating a road system where crash forces do not result in death or serious injury we need to strengthen all parts of the system: we need to improve the safety of roads and roadsides, speeds, vehicles, and road use so that if one part of the system fails, other parts will still protect the people involved. 9 Useful resources Here are some government websites that are useful when talking about road safety in a Safe System way. Safer Journeys Strategy www.saferjourneys.govt.nz www.nzta.govt.nz www.transport.govt.nz Vehicles www.rightcar.govt.nz www.ancap.com.au Roads www.kiwirap.co.nz Users www.practice.co.nz www.safeteendriver.co.nz www.rideforever.co.nz www.scootersurvival.co.nz www.bikewise.co.nz www.education.nzta.govt.nz (for teachers) http://www.police.govt.nz/advice/personal-and-community-advice/schoolportal (for teachers) We’ll save more lives as a team Now you have the tools you need to encourage a different and better road safety conversation. One that sees everyone working together to help keep our roads safe and has both understanding and support from all road users. Let’s continue that journey to a New Zealand where the road toll becomes a relic of the past. Where serious road trauma is not the norm, and death on our roads is a toll we are not willing to pay. No single organisation can deliver a Safe System alone. It’s a team effort that challenges us all. 10 Appendices 11 Opinion editorial 12 Taranaki Daily News – 17 January 2014 13 14 Media releases/news stories 15 Transport Agency media release New licensing option for safer motorcycling 3 Mar 2014: NZ Transport Agency: National Office The NZ Transport Agency has introduced a new driver licensing option aimed at improving the safety of motorcyclists. On 1 March 2014, the Agency introduced an optional competency-based training and assessment (CBTA) licensing regime for motorcyclists. CBTA uses the knowledge and experience of industry based assessors who have been approved by the Transport Agency to train and assess motorcyclists riding skills. The assessments are designed to ensure motorcyclists are competent in a prescribed range of riding skills, which are important to keep them and other road users safe when riding on our roads. Transport Agency Road Safety Director Ernst Zollner said CBTA provides a new training and assessment option for people getting their motorcycle licence where, instead of taking a practical test at each stage of their licence, they can choose to have their riding skills assessed by an approved CBTA assessor. “The more training and practical riding experience a motorcyclist gets, the more prepared they’re likely to be for difficult riding situations, which is where CBTA has the potential to improve safety for riders.” The CBTA system also introduces a competency-based time reduction, meaning a motorcyclist can progress through the system faster if they can demonstrate the necessary skills against a prescribed range of riding competencies. Motorcyclists can choose between the existing driver licensing testing regime and the new competency-based training and assessment courses, or a combination of the two, to gain their restricted and/or full motorcycle licence. CBTA is an initiative of the government’s Safer Journeys strategy, which identifies motorcycling safety as a priority area for improvement. “Riding a motorcycle requires a different set of skills and a higher level of vehicle control than driving a car, and when a motorcycle crashes riders and passengers are much more likely to be seriously injured. “Through Safer Journeys we’re working to make our roads and roadsides safer for motorcyclists, but we also need to improve the skills of riders to reduce the unacceptable number of deaths and serious injuries suffered by motorcyclists on our roads every year,” Mr Zöllner said. More information about CBTA and what it involves can be found at www.nzta.govt.nz/cbta 16 Transport Agency media release Speed limit lowered through West Melton to improve safety 29 Jan 2014| NZ Transport Agency: Southern Region The speed limit through West Melton is being lowered next week from 80km/h to 70km/h to improve safety in the town following recent growth in residential development in the area. The NZ Transport Agency's Traffic and Safety Manager Tony Spowart says concerns have been raised regarding safety as a result of increased traffic volumes. "Lowering the speed limit to 70km/h through the town strikes a balance between improving the safety of residents, pedestrians and cyclists using this section of State Highway 73 and keeping traffic moving to maintain good travel times." He says the Transport Agency regularly reviews speed limits to ensure these appropriately reflect the level of development in an area and adjacent activity. "The Transport Agency is making significant investments in safety improvements on the region's roads, working with police to promote safe driving through advertising and enforcement, and we are encouraging motorists to buy the safest vehicles they can afford. "In addition to our investment in safe roads and roadsides and promoting safer driving, we are also looking to lower travel speeds and set speed limits that are more appropriate for the function and level of safety on a particular road," he says. "Increasingly, this will see road users travel at speeds that are specific to each road, recognising the different environment that exists as is the case for the new speed limit through West Melton." 17 NZ Police media release Positive trend marks end of road safety campaign 3 Feb 2014 Police and partner agencies say a two-month long summer road safety campaign has achieved some very positive results. The multi-agency road safety campaign ended on Friday (31 January). It targeted speeding and other risky behaviour and introduced an extended 4km/hr reduced speed threshold for the first time beyond traditional holiday periods. "While it will take several months until a full and robust assessment of the campaign can be carried out, road safety agencies have been extremely heartened that most drivers seem to be taking the 'slow down' message on board," says National Manager Road Policing, Superintendent Carey Griffiths. The end of campaign follows a record low road toll for 2013 and one of the lowest January tolls on record. Mr Griffiths says the figures reflect a continuing downward trend, with statistics showing that: 254 fatalities were recorded in 2013, the lowest road toll in 60 years, compared with 308 in 2012 23 deaths were recorded in December 2013, the lowest December road toll since monthly records began in 1965 20 deaths were recorded for January 2014 – the second lowest number for January since monthly records began in 1965, and just two higher than the record low of 18 in January 2013 43 deaths were recorded in December 2013 and January 2014 – nearly half the 82 recorded in December/January 2008/2009. The 4km/hr holiday speed threshold was introduced in 2010. "This long-term trend is due to several factors: safer speeds, safer vehicles, and safer roads and roadsides – and just as importantly, improved driver behaviour, thanks to the vast majority of Kiwis driving more safely and looking out for each other," says Mr Griffiths. “This is supported by the work that road safety agencies are doing through the Safer Journeys Strategy and safer system approach.” "That said, sadly, it's still 43 too many people who have died so far this summer along with countless others who have been hurt – leaving grieving families and friends behind. That's why Police and its road safety partners will be continuing to focus on making our roads safer this coming year and maintaining the downward trend.” 18 NZ Police media release Road toll at 306 second lowest since 1952 1 Jan 2013 The provisional road toll for 2012 stands at 306. It is the second lowest on record since 1952. The lowest toll of 284 was recorded in 2011. In 2012, there were 265 fatal road crashes, which is comparable to 259 in 2011, but the number of fatalities from each crash went up, said Superintendent Carey Griffiths, National Manager of Road Policing. Fewer drivers – 135 – were killed in 2012 compared to 150 in 2011, but passenger deaths increased from 61 to 80. Motorcycle rider deaths also increased from 33 in 2011 to 44 in 2012, he said. "While low results are to be celebrated, this is still too many New Zealanders needlessly dying." Superintendent Griffiths said overall, the road toll is trending downwards, and is a far cry from the 843 deaths of 1973 and 795 of 1987. "Of particular note is the reduced fatalities in the 15-24 year-old age group last year, which at 65 was significantly lower than 82 in 2011. This is the lowest since records were kept on age groups," he said. "Police and our road safety partners have put a significant focus on young drivers, with an increased driving age and a zero blood alcohol limit. While further analysis is needed on the cause, it’s encouraging to see a correlating reduction in deaths." Superintendent Griffiths said many factors contributed to a reduced road toll. "Government, Police, New Zealand Transport Authority, Ministry of Transport, ACC and other partners work together as part of a safe systems approach to improve roads and roadsides, reduce speeds, improve driver behaviour and encourage safer vehicles," he said. "We’ve also seen significant advances in trauma care, and we can see how those systems are helping to reduce deaths." Superintendent Griffiths urged road-users to take particular care over the next few days. “In 2011, 19 people lost their lives over the holiday break," he said. "It’s particularly important drivers stick to speed limits, every occupant wears a seatbelt and we make good choices about who is driving us home." He said the whole community has a role to play. "We still see too many deaths where passengers get into cars with drunk drivers, particularly in our rural communities. "We have to stop tolerating this as these people are killing not only themselves, but other innocent road users. If you’re going out socialising, look after your mates, make transport arrangements early and have a designated driver." 19 Ministry of Transport media release 2013 road toll lowest in 60 years 8 January 2014 The provisional road toll for 2013 of 254 was the lowest in the last 60 years. This compares with 308 in 2012, 284 in 2011, and 375 in 2010. 2013’s road toll was the lowest since 1950, when the annual road toll was 232. The road toll has more than halved from twenty years ago, when 600 people died on the roads in 1993, and has dropped 69 percent compared to New Zealand’s worst year for road deaths, 1973, when 843 road deaths were recorded. Ministry of Transport Land Transport manager Leo Mortimer said 2013's low toll was thanks to better driver attitudes, vehicles and roads, as well as tighter restrictions for younger drivers. “While it is a positive sign that our road toll is continuing to trend downward, 254 people lost their lives on New Zealand roads in 2013, and many more had their lives changed forever due to serious injuries. The Ministry will continue to work with other road safety partners, including the NZ Police, the NZ Transport Agency and ACC to deliver on New Zealand’s road safety strategy to 2020, Safer Journeys. The Safer Journeys’ vision is a safe road system increasingly free of death and serious injury,” Mr Mortimer says. “Lowering future road tolls will mean maintaining our focus on safer drivers, cars, speeds, roads and roadsides. Improvements in technology will also form a major part of road safety advancements." While technology has a role to play, motorists need to continue to take responsibility to ensure that New Zealand’s road toll continues to decline. “Our road safety messages are consistent. Drive within the speed limit and to the conditions. Make sure that you don’t drive fatigued or affected by drugs and alcohol. Keep your car well maintained and be courteous and patient with other road users,” Mr Mortimer says. The government has introduced a number of initiatives to improve road safety, including introducing legislation to lower the drink-drive limit for adult drivers. Other measures include: •increasing the driving age to 16 •introducing a zero blood alcohol level for drivers under 20 and repeat offenders •strengthening driving licence testing to raise the standard •changing the give way rule 20 •introducing alcohol interlocks for repeat offenders •increasing the mandatory requirement for child restraint use to child passengers aged up to seven years. While the overall annual road toll was a record low, seven people died on the roads as a result of seven fatal crashes during the official Christmas holiday period. This is one more death than the same period last year which was the lowest road toll for this time since 1956/57. The official holiday period began at 4pm Tuesday 24 December 2013 and ended at 6am on Friday 3 January 2014. 21 Ministry of Transport media release Slow down to survive 17 December 2013 Reducing your driving speed could mean the difference between life and death, which is why the Ministry of Transport fully supports the New Zealand Police’s lower speed enforcement threshold over December and January. “We know that regardless of what causes a crash, driving speed is the major determinant of the crash outcome. It can be the difference between walking away from a crash, or someone suffering serious injuries, or dying,” Ministry of Transport Land Transport Safety Manager Leo Mortimer says. “Speeding increases both the risk of having a crash, as well as the severity of the outcome if a crash happens. Driving within the speed limit, to the conditions and watching your following distance, are things we can all do, and will make a big difference to everyone’s safety on the roads.” Over summer motorists are often travelling longer distances on unfamiliar roads and sometimes on less-travelled rural roads where power poles, trees and ditches can be potentially fatal hazards when hit at speed. On many of New Zealand’s open roads, the only thing separating traffic is a thin line of paint. “New Zealand Police will continue to stop motorists who flaunt the law by driving over the speed limit. They will also be targeting those who put others at risk by driving under the influence of drugs and alcohol. However it is a myth that only bad people and bad drivers cause crashes and die on our roads. Ordinary mums and dads can get distracted, fatigued and make a mistake. “All road users are human, and mistakes will happen. Ultimately it is the speed you are travelling at which determines whether a simple mistake results in an insurance claim, a hospital stay, or a funeral.” The risk of fatality in a head-on crash rises steeply from speeds over 70 km/h. On open roads, research suggests that even a small reduction in average speeds could reduce fatalities caused by car crashes. “The road is a shared space, and we all need to take responsibility so that everyone has a safe and happy summer. Everyone from motorists, motorcyclists, cyclists, horse riders and pedestrians needs to be aware of each other and take care. “Spread the summer good will by being courteous on the roads. For example, if you are travelling in a slower vehicle, such as towing a caravan, make sure that you are considerate of other drivers and give them the opportunity to pass you when safe,” Mr Mortimer says. 22 Before and after reporting 23 Reframing reporting In 2012 the Transport Agency revamped its crash analysis reports to align to the Safe System approach. These reports are designed to give local government a timely and deeper analysis of issues that can inform their local road safety action plans. The reports provide crash analysis information at a national, regional and Territorial Authority level, and across a number of Safer Journeys road safety themes. Instead of a single Briefing Note, as in past years, crash analysis information is now provided in three detailed reports: Statistical Statements – fatal/serious injury crashes for 2011 and a five-year view. Trend Reports – a five-year view of 13 Safer Journey headings. Briefing Notes – similar to previous years, but available in a searchable database. The 2012 Statistical Statements and Trend Reports are available now on the Transport Agency website: http://www.nzta.govt.nz/resources/crash-analysisreports The next two pages show a snapshot from the Transport Agency’s 2009 and 2012 crash analysis reporting so you can see how differently they are framed. 24 Transport Agency Crash analysis briefing note: BEFORE 25 Transport Agency Crash analysis briefing note: AFTER 26 Using the Safer Journeys identity 27 Rules for using the Safer Journeys identity The Safer Journeys logo – a stretch of road in the form of a silver fern – is a deliberately simple visual device, but it represents an effort of national scale and importance. For that reason, we need to safeguard it and treat it with respect at all times. It needs to be given a defined area of clear space around it and reproduced in accordance with established brand guidelines. The fern and the Safer Journeys text must always appear together. Licensed users The new identity has been created for all kinds of applications. Indeed, that’s its whole purpose. Partner agencies (specifically the Transport Agency, ACC, Police and Ministry of Transport) have full usage rights. It’s an official stamp of approval on a project or programme so it’s important that it’s only used when the work is aligned with Safer Journeys or the Safe System approach. Communications representatives from each agency will consult with each other on when it’s appropriate to use and will keep records of where. If you work for one of these agencies and need to check usage then contact your communications team. All other organisations (e.g. AA, Local Government New Zealand, other Road Safety Partners, local councils and community groups etc) can obtain a licence from the Ministry of Transport or the Transport Agency to use the logo for bestpractice road safety activities. 28 Log go gu uidelin nes It is pre eferable to o use the lo ogo withou ut the recta angle back kground w here possiible. 29 Bra and colourrs 30 Add ding strap lines tto the e logo There’s a capacity y to link ind dividual pro ogrammess or messag ges with Sa afer Journe eys by adding w words to th he logo. The add dition of a relevant r Sa afer Journe eys strap lin ne can help focus evveryone’s attention n on the matter m at ha and. That ssaid, this is an attribute of the id dentity tha at we don’t wa ant to get out of han nd so chec ck the bran nd guidelin nes for help p. 31
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