Rear-end collisions are a significant problem on Queensland’s roads. In fact, they’re the most common accident type, accounting for approximately one third of the total motor vehicle accidents. What’s more, they’ve been estimated to cost taxpayers more than $1.7 billion over a 10-year period.
Despite their prevalence, little has been done to reduce rear-end collisions. This is mainly because traditional advertising and media campaigns relying on ‘scare tactics’ to shock people into changing their behaviours would be ineffective, given the low risk of serious damage posed by rear-end collisions.
In 2017, we were contacted by the Motor Accident Insurance Commission to design a campaign aimed at reducing the occurrence of rear-end collisions throughout the state of Queensland. The Motor Accident Insurance Commission was established in 1994 to regulate and improve Queensland's Compulsory Third Party (CTP) insurance scheme, as well as to promote research and programs which reduce the number of motor vehicle accidents.
Much is already known about the psychological factors involved in vehicle accidents. Building on this existing evidence, we conducted an extensive analysis to identify various psychological, behavioural and environmental factors which are predictive of rear-end collisions. Using these findings, as well as research from behavioural science and previous large-scale behaviour change projects, strategies and materials have been developed and the campaign will be rolled out later this year!