A TONGUE-IN-CHEEK campaign encouraging drivers to drive at a safe speed aims to address the serious and shocking statistic showing motorists in Coffs Harbour have the heaviest feet in northern NSW.
The catch-line ‘Slow the f*st down, thank you, Coffs Harbour’ will be rolled out on bus signage, bumper stickers and across popular social media platforms and traditional media over the next three months.
The City of Coffs Harbour initiative will also be marketed at mass-participation events including the All One Under The Sun festival in November and the Big Bash cricket clash between the Sydney Sixers and Brisbane Heat at the C.ex Coffs International Stadium on 5 January.
The Coffs Harbour local government area (LGA) has the highest rate of speeding offences in the north of the State.
“We want to connect with local drivers in an innovative way – to encourage them to slow down and drive to the conditions,” Mayor Nikki Williams said.
“Speeding is a big issue in Coffs Harbour and it’s a significant factor in road trauma.
“This campaign highlights the community’s desire to spread the message about the importance of safe speed.”
The ‘Slow the f*st down’ strategy was launched to the media on Monday at Yarrila Place where City Planning and Delivery Section Leader David Sutton was joined by Sergeant Jarrod Langan from the Coffs Harbour Highway Patrol, former NSW Ambulance paramedic and Coffs identity Rex Neill and current first responders from the emergency services.
“Working with The George Institute for Global Health, we were one of seven LGAs – a mix of metro and regional – to secure Federal funding to come up with a tailored road safety campaign,” Mr Sutton said.
“It was part of a world-first to establish community juries to increase public understanding about the importance of driving at a safe speed.
“In Coffs Harbour, our jury of 20 people across all demographics came up with a series of recommendations which were then workshopped with road safety experts and the City.”
Sergeant Langan said men aged between 30 and 60 had been identified as a target group in Coffs for speeding offences. “Coffs/Clarence Police District continues to have the highest speed detections in North Region, and speed continues to be a major contributing factor in injury and fatal crashes,” Sgt Langan said.
“Police at Coffs/Clarence will continue to target drivers who place themselves and others at risk. Drivers should not exceed the speed limit and also drive at an appropriate speed for the road conditions.
“7,083 drivers this year have been detected speeding in the district.”
The effectiveness of the ‘Slow the f*st down’ campaign will be assessed on a couple of fronts.
Local road speed data will be compared from before and after the campaign as part of a review of the initiative.
“As a first responder (paramedic) of more than 40 years I attended many unnecessary motor vehicle and motorcycle crashes.
“When investigated, many were found to be speed-related,” Mr Neill said.
“These crashes also bring a flow-on effect of stress – to the victims, their families and friends – and that ripples out to the first responders and hospital staff involved.”
Mayor Williams said Coffs Harbour had one of the best responses to the community survey drive, and the results from this will be evaluated by The George Institute.
“The consequences of speeding can be brutal, from life-changing disability to death. No family wants an unfilled dinner setting at the table this Christmas,” she said.
“We simply have to do better.”
The Education and awareness for safe speeds in communities project was funded by the Australian Government through the Department of Infrastructure, Transport, Regional Development, Communications and the Arts.
CHILLING FACTS (year-to-date for Coffs/Clarence Police District)
● 7,083 speeding offences
● 222 injury or fatal crashes
● 8 fatal crashes
● 41 alcohol-related crashes
● 78,934 random breath tests completed
● 455 prescribed concentration of alcohol offences; and
● 710 positive Illicit drug drivers.
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