Indigenous Road Safety

Aboriginal people are over-represented in road trauma in Australia. They are 3 times more likely to die on the roads and 1.4 times more likely to be seriously injured than non-Indigenous Australians.

Aboriginal people are disproportionately represented in statistics relating to drink driving, unlicensed driving, not wearing seat belts, pedestrian collisions and unsafe travel such as riding in the back of trucks and utilities.

Since 1971, the rates of road injury involving Aboriginal people have been increasing while the rates for non-Aboriginal people have been decreasing.

Statistics

The Department of Health provides information about the number of Aboriginal people admitted to hospital annually, by road user group.

This information is available in the Road Safety Council’s Annual Crash Statistics booklet.

Figure 1 - 2012 Hospital Inpatients by Indigenous Status by Road User Group
(Data: Department of Health)



Figure 2 - 2012 Hospital Inpatients by Indigenous Status by Road User Group
(Data: Department of Health)


 


Indigenous Drink Driving & Licensing Kit

The Road Safety Commission, on behalf of the Road Safety Council, produced a resource kit for Aboriginal people in Western Australia called Your Licence is Your Life: Indigenous Drink Driving and Licensing Kit.

The kit includes:

  • A short DVD starring Mary G about how to deal with the process of getting your licence, drink driving and the practical driving assessment. These videos can be viewed at the bottom of this section.
  • An interactive CD based on the Learner’s Permit theory test.  This contains interactive question and answers to help people get ready to apply for the Permit. The CD includes five practice quizzes, with the option to listen to an Indigenous voice-over instead of reading the questions, helping people prepare for the interactive computer-based Learner’s Permit theory test.  Information on where to go for further information on issues such as fines and payments is also provided. This resource is also available here.

The resource kit was launched in 2011. Be sure to check with the appropriate authorities that you have the most current forms and information.




Projects

The Road Safety Commission is involved in a range of projects which address Aboriginal road safety. Current projects include:

  • Regional and remote areas vehicle project – The Road Safety Commission is investigating which vehicles meet the  needs of people in remote areas while also providing five star safety. This information on safer vehicles which are fit for purpose and suitable for remote conditions will be circulated online and in brochure form.
  • Remote area safe system demonstration project – The Road Safety Commission has worked with Bidyadanga Aboriginal community to work towards establishing a safer system, with safer roads, safer vehicles, safer behaviour and safer speeds, at this community.

Other Resources

Department of Transport

Further information about licensing can be obtained from the Department of Transport:

Australian Indigenous HealthInfoNet

Australian Indigenous HealthInfoNet is committed to working to close the gap in Indigenous health. Their comprehensive online resource has a specific section dedicated to Indigenous Road Safety, which offers high quality research into this important area. Key sections include resources, policies, programs, publications, strategies, reports, news and events. You can join the free online yarning place for Road Safety which supports the sharing of knowledge and experiences amongst people working in that area


Campaign Outline

The Towards Zero Road Safety Strategy adopts a safe system approach to improving road safety by continuing to expect and encourage safe road use behaviours while building increasing protection into the road transport system through safe speeds, safe vehicles, and safe roads and roadsides. Indigenous people are identified and prioritised as a vulnerable road user group and fall under the priority area of Safe Road Use.

Campaign Goal

The overall goal of the Indigenous Road Safety Campaign is to reduce the level of road trauma amongst Aboriginal people in rural and remote Western Australia.

Target Audience

The target audience includes all Aboriginal drivers and pedestrians in rural / remote North West WA with a specific focus on young males 17 - 39 years.

Timing

Since 2006, Indigenous Road Safety media has run at intervals throughout the year.  Where feasible, the campaigns complement the mainstream media schedule. For example, Indigenous drink driving advertisements will run at the same time as the Statewide Drink Driving Campaign.  If there is no Statewide media running, the topic most relevant to the community at the time will be scheduled.

Media Objectives:

The specific objectives of this campaign vary depending on the topic however; the overall aim is to:  

  • Heighten awareness of road safety issues; and

  • Increase road safety as a priority in Aboriginal Communities.

Communication Strategies:

One-third of the Western Australian Aboriginal population live in the Kimberley and Pilbara regions, in towns and remote communities with remote areas not covered by general mass media channels.  It was identified that Statewide road safety message via mass media behavioural campaigns, such as drink driving, fatigue, restraints, speed and legislative changes which are aimed at a broad audience of Western Australians, were limited in reaching Aboriginal people.

In 2006 to support mainstream campaigns, additional media was developed and scheduled on indigenous specific networks. These commercials were written, designed and developed by Aboriginal people for Aboriginal people.

By using Goolarri Media to place advertising and by procuring an experienced Aboriginal production company, campaign effectiveness and community engagement in the issues is maximised.

Media Strategies

Located in Broome, Goolarri Aboriginal Media Services provide full communication services to Aboriginal people via television and radio networks, events and community meetings covering the majority of the North West. Goolarri Media Services are the only media group that have an integrated Aboriginal production and television/radio service in the region.

The Goolarri Media campaigns are scheduled to appear on:

  • GTV 35 (in Broome);

  • Radio Goolarri 99.7FM (in Broome);

  • PAKAM radio network (covering Aboriginal communities and townships in the Kimberley and Pilbara).

Goolarri Media’s network is strongest in the West Kimberley, around Broome, but the PAKAM network extends across the Kimberley and into the Pilbara.

The PAKAM Network shares content between 18 RIBS (Remote Indigenous Broadcast Services) and eight major town-based community radio stations. The PAKAM satellite radio service is transmitted fulltime on local FM radio licences in  the 18 remote communities, reaching around 5,000 people over a million square kilometres in the north of WA. The service is also available via Direct to Home VAST satellite receivers in remote communities across the country and by live streaming via the PAKAM website www.pakam.com.au and Indigitube www.indigitube.com.au.

Radio Goolarri 99.7FM transmits from Broome.  Radio Goolarri is the most popular station in Broome (population 15,000).

Australian Indigenous HealthInfoNet

Australian Indigenous HealthInfoNet are committed to working to close the gap in Indigenous health.  Their comprehensive on line resource has a specific section dedicated to Indigenous Road Safety which offers high quality research into this important area.  Key sections include resources, policies, programs, publications, strategies, reports, news and events.  You can join the free online yarning place for Road Safety which supports the sharing of knowledge and experiences amongst people working in that area.

Australian Indigenous HealthInfoNet


Drink Driving Advertising


Seat Belt Advertising

Television Commercials

Belt Up
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Belt Up Stupid
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5 is Enough
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Wheelchair
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Seat Belts
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Radio Commercials

Belt Up
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Cha Ching
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Don't Need One
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Speed Advertising


Fatigue Advertising

Television Commercials

Don't Be a Kid
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Fatigue
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Radio Commercials

Stop Swap Sleep
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Published: 23/7/2015 4:48:02 PM