Indigenous Road Safety

Indigenous Western Australians make up almost four per cent of the population, but represent nine per cent of those killed on the roads and eight per cent of those seriously injured in motor vehicle crashes. These figures are higher in remote areas where Aboriginal people are 17 times more likely to be killed or seriously injured.

Aboriginal people are disproportionately represented in statistics related 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.

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


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Published: 23/7/2014 9:23:50 AM