While friction between different road users has been a long-term issue, we’ve had reports of growing tensions specifically around new infrastructure. The evidence that this problem exists has come through reports from the public, consultation with road safety stakeholders like the Police and ACC, research from Waka Kotahi NZ Transport Agency, and in-situ observations conducted by our staff.
The campaign
The campaign is a Wellington City Council initiative and includes a range of different applications, including a social marketing campaign seen on billboards and buses, specific ‘nudge’ posters to remind people of required behaviour at certain locations, and a range of other events and activations. The Get There Together brand also allows us to collaborate with other road safety stakeholders, such as the police, and provide clear road safety messaging.
The campaign is designed to both inform people about how to use this new infrastructure, ie. cyclists must wait for passengers getting off the bus on new raised stop bus platforms, and to remind people to give space and share the road with all users.
Campaign objectives
Our objectives are to:
- increase awareness about the road rules around new infrastructure
- communicate that our streets are for everyone, regardless of how they travel
- provide opportunities to engage with the public on road safety issues specific to Wellington
- encourage positive behaviour and discourage aggressive behaviour on the road.
We'll evaluate this campaign by comparing baseline evidence with new data gathered at the end of first campaign phase in June. This will include speaking with road safety stakeholders, doing more in-situ observations, and conducting interviews with the public to understand campaign reach, awareness, and behaviour change.