According to the NZ Transport Agency, speeding is a contributing factor in “20% of all fatal and serious injury crashes on New Zealand roads”.
To remind drivers to be more vigilant on the road and to “choose a safer speed”, the agency released a powerful, thought-provoking safe driving ad titled ‘Speed ad – Mistakes’.
In the one-minute long video, it shows two cars about to meet with an accident. Just before the moment of impact, time freezes and the drivers step out of their vehicles.
One of the drivers admits his mistake of driving out too fast and pleads for his life and that of his son. However, the other driver replies, “You’re going to fast” and he’s “sorry”. They return to their cars, time unfreezes and the crash happens.
“This campaign aims to reframe the way that people look at their speed when they’re driving,” wrote the agency on their website. “A person may be a good driver but they can’t deny that people do make mistakes – after all, to err is only human. And in life, mistakes are made often. We usually get to learn from our mistakes; but not when driving – the road is an exception. Even the smallest of mistakes on the road can cost us our life, or someone else’s.”
“In a Safe System no one should pay for a mistake with their life. When we drive, we share the road with others so the speed a person chooses to travel at needs to leave room for any potential error – whether it is theirs or someone else’s. At speed, there is less opportunity for a driver to react to a mistake and recover, and this is the key message for this campaign.”