The Safe System approach – how to communications

The Safe System approach – how to
get the message into your
Version 4: May 2014
A typical front page story about a
road crash
Under a Safe System the same crash
would have a better outcome
What is Safer Journeys?
What is the Safe System approach?
How you can help save lives
Communication objectives
Key messages
Telling the Safe System story
Safe System communication checklist
Useful resources
We’ll save more lives as a team
Opinion editorial
Media releases
Before and after reporting
Using the Safer Journeys identity
What is Safer Journeys?
Safer Journeys is the name of the New Zealand government’s road safety strategy
to 2020 - 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
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.
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.
w you
u can
n help
p save live
As a sy
ystem desig
gner who influences road safetty, you nee
ed to identtify what yo
can do
o in your jo
ob to make
e our road system mo
ore forgivin
ng. Howeve
er, to raise
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
ge how you
u talk abou
ut road saffety.
ging the road safety conversatiion is a long-term goal. Every c
with th
he public, stakeholde
ers or medi a is an opp
portunity to
o tell the Sa
afe System
story a
and encourage a nattional conv
versation about
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
guage in o
our everyday
conversations an
nd commu
unications, the quicke
er it will become partt of the roa
safety conversattion.
This gu
uide to com
ng the Safe
e System will
w give you the toolss you need
d to
d the word in an impa
actful and
d compellin
ng way, a way
w that c
changes ho
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
You sho
ould build the
t Safe Sy
ystem apprroach into your everyday comm
using a positive, in
nclusive, pu
urposeful a
and empow
wering tone
unicattion o
Clear, consistentt and relev
vant messa
aging will help deliverr on the folllowing
municationss objective
1) People
e know about the Sa fer Journeys strategy
y and how
w it directly
nces the prrogramme s and proje
ects that we
w work on
2) The priinciples of the Safe S ystem app
proach are
e understoo
od and
supported by all New Zeala
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
nd better safety
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.
Key messages
People know about
Safer Journeys and
how it directly
influences the
programmes and
projects that we work
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
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
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
The principles of the
Safe System approach
are understood and
supported by all New
People know what is
different about the
Safe System approach
Key messages
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
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.
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:
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
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).
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.
Safe System communication checklist
Is your communication supporting the Safe System approach?
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.
Useful resources
Here are some government websites that are useful when talking about road safety
in a Safe System way.
Safer Journeys Strategy
Users (for teachers) (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.
Opinion editorial
Taranaki Daily News – 17 January 2014
Media releases/news stories
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
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
"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."
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
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
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
“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
"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."
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
•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.
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.
Before and after reporting
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
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
Trend Reports – a five-year view of 13 Safer Journey headings.
Briefing Notes – similar to previous years, but available in a searchable
The 2012 Statistical Statements and Trend Reports are available now on the
Transport Agency website:
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.
Transport Agency Crash analysis
briefing note: BEFORE
Transport Agency Crash analysis
briefing note: AFTER
Using the Safer Journeys identity
Rules for using the Safer Journeys
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
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
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.
go gu
It is pre
eferable to
o use the lo
ogo withou
ut the recta
angle back
kground w here possiible.
and colourrs
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
afer Journe
eys strap lin
ne can help focus evveryone’s
n on the matter
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