National Road Safety Week - Communications toolkit
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National Road Safety Week
Communications toolkit
1
Overview
National Road Safety Week (NRSW) is an initiative of the Safer Australian Roads and Highways
(SARAH) Group which is supported by Transport for NSW and its equivalent agencies in other
state and territory jurisdictions. The yellow ribbon is the symbol of NRSW, and along with key
messages and content, will be promoted across Australia throughout the week.
In 2021, South Australia will lead the national campaign, with NSW organising its own activities to
align with the national campaign. The campaign will run from
Sunday 16 May to Sunday 23 May 2021.
Key messages
The overarching key message for NRSW 2021 is
Lead the way: drive so others survive.
Creative assets and resources
• Hashtags: #NRSW, #DSOS, #GetHomeSafe, #yellowride, #RoadSafetyRelay21
• Yellow Ribbons/Stickers: You can purchase yellow ribbons and stickers for vehicles here
• Letter of support: Attached to this toolkit is a template you can use for gaining support from
organisations
We also invite people to take the pledge to drive so others survive.
Pledges include:
• I pledge to drive as if my loved ones are on the road ahead.
• I will remove all distractions and never use my mobile phone while driving.
• I will not put other people at risk by speeding, driving while tired or under the influence of
alcohol/drugs.
• I will protect all vulnerable road users, especially those whose job places them in harm’s way, by
slowing down and giving them the space they need to be safe.
Optional region specific message:
• In [insert region] there have been [XX] fatal road crashes in 2021*. [Continue to] Lead the way:
drive so others survive.
* See Appendix 1 for region-specific data
Daily themes
Each day of NRSW will focus on different road trauma theme that affects our communities. Animations
communicating the daily themes are presented below, and can be downloaded through the corresponding
link and can be shared on your social media channels, in newsletters or embedded in your website.
For NSW specific messaging, supplementary TfNSW messaging and stats are provided at the end of this
toolkit.
Sunday 16 May: Remember the 1200
Key Messages:
• Remember the 1200, too many lives are lost on our roads
• Wear a yellow ribbon for NRSW
Call to action: Pause at 12pm to remember those lost on our roads and highways.
Assets: Social animation link
Monday 17 May: Protecting every life
Key messages:
• Protecting every life
Call to action: Always look out for pedestrians and pay attention to the
road around you.
Assets: Social animation link
Tuesday 18 May: Take the pledge, lead the way
Key messages:
• Take the pledge
• Lead the way: drive so others survive
• Wear a yellow ribbon for NRSW
Call to action: Lead the way and take the pledge to drive safely.
Assets: Social animation link
Wednesday 19 May: Move Over - Slow Down
Key message:
• Keep our emergency services, vehicle and roadside workers safe
• Help protect those who protect us
Call to action: Protect those who protect us by slowing down and giving
them the space they need to stay safe.
Assets: Social animation link
Thursday 20 May: Save Lives– Slow Down
Key messages:
• Slow down, move over
• UN Road Safety Week 2021 theme of “Speed”
Call to action: Low speed limits save lives where people and traffic mix.
#Love30
Assets: Social animation link
Friday 21 May: Regional communities count
Key messages:
• Shine a light on regional and remote road users
• Protect your mates so everyone gets home safe
TfNSW messages:
• While country residents make up only one-third of the NSW
population, two-thirds of all fatalities occur on country roads
• More than 70 per cent of fatal crashes on country roads involve
country residents
• Your decision to drive too fast, drive while tired or to have one
more drink can result in serious consequences for yourself and
others
• We need to be aware of the risks on the road at all times and avoid
them, even on familiar roads
Call to action: Drive to survive in the country and city.
Assets: Social animation link
Saturday 22 May: Tie a yellow ribbon on your bike #YellowRide
Key message:
• Share the roads and give cyclists and motorcyclists space
• Motorcycle riders are more exposed and risk serious injuries if they
are in a crash
Call to action: Share the road and give cyclists and motorcyclists space.
Assets: Social animation link
Sunday 23 May: Arrive home safe
Key message:
• The greatest gift you can give your loved ones is to arrive home safe
Call to action: Take the pledge to drive safely.
Assets: Social animation link
Downloadable resources and artwork files All logos, branding, video animations, artwork (including posters, email signatures etc) and all other assets can be downloaded from the National Road Safety Week 2021 website: www.roadsafetyweek.com.au/branding The National Road Safety website also includes: • The Drive So Others Survive pledge - Visitors can go to the page and make the pledge • News and events for each State and Territory including an interactive Event Calendar – to upload your event to the calendar email details to towardszero@transport.nsw.gov.au • A link for purchasing yellow ribbon stickers and lapels • A link to TVC video and NSW radio ad featuring Rove McManus
Engagement ideas and activities
Engaging the community or your workplace is a great way to raise awareness and show your support for
road safety. Some ideas may include:
• Host a morning tea or a bbq at your workplace or home to raise awareness
• Get your local sports club to play a game for NRSW and get players to wear yellow ribbons
• Wear yellow to work/training/school
• Affix yellow ribbon stickers to work vehicles
• Host a yellow walk or bike ride to raise awareness of NRSW
• Think of a creative way to visually display the 1200 lives lost at the national level or in your jurisdiction
or community over the past 12 months. For example, you can use cardboard cut-outs, empty chairs,
yellow lanterns, shoes, crosses or candles
• Light up a building, monument or bridge in yellow and/or encourage building owners to do so
• Include the National Road Safety Week website URL (www.roadsafetyweek.com.au) and tag “Drive So
Others Survive” in all your communications
• Encourage people to take the Pledge to Drive So Others Survive on the NRSW website -
www.roadsafetyweek.com.au/home/#home/pledge• Hand out yellow ribbons to people passing their driving test during the week
• Create a giant yellow ribbon as a point of display in your town/city/suburb/office location
• Ask your CEO, Executive Officer, Minister or appropriate spokesperson to write or guest write an
opinion article or guest blog on the importance of NRSW for your website, internal communications
channels, association newsletter/blog/website or media
• Do a wrap-up release to local media with activities, any number/outcomes and photos
• Share an announcement (e.g. the launch of a road safety grants program) to officially launch the week
– make sure you load it to the website!
• Post local events, photos and wrap-ups to the NRSW website
• Provide yellow ribbons or lapel pins to Executives and staff members in your organisation
• Hold a social media competition asking followers to create a video in line with one of the daily themes
• Ask your social media followers to share a ‘yellow ribbon’ selfie at #NRSW, #DriveSOS or
#YellowRide
• Post the centrally created daily theme animations on your social channels during the week with the
#NRSW and #DriveSOS hashtags
• Hold a competition for the best decorated depot/office/community area
• Promote fatality-free local government areas and encourage those communities to promoteLighting of significant buildings and
monuments in yellow
The lighting of significant buildings and
monuments in yellow across Australia has
been a hallmark of NRSW. Where
possible, when the colour yellow or the
yellow ribbon is used, the words ‘Drive So
Others Survive’ and/or National Road
Safety Week branding should be
incorporated to raise awareness of the
meaning.
Social media
• A suite of digital assets aligned with the daily themes will be made available on the NRSW website
ahead of the week.
• TfNSW schedule for social posts will also be made available ahead of the week.
• Remember to use hashtags #NRSW and #DriveSOS when posting on social media.Promotional videos
If you would like to film your own National Road Safety Week 2021 pledge videos, you can use the
script provided below. Ensure that you include National Road Safety Week branding in the final edit of
your video.
Script:
• Hi my name is and I am . Join me in support of National
Road Safety Week and make our roads safer for all road users. Always drive so others
survive.
• Hi my name is and I am I’m here to support National Road
Safety Week and I will [choose from options below]. Always drive so others survive.
OR
• Hi my name is and I am I’m here to support National Road
Safety Week. Remember to [choose from options below]. Always drive so others
survive.
o Slow down and give emergency vehicles and people the space they need to be safe
o Not put other people at risk by speeding
o Not put other people at risk by driving when I’m too tired
o Not put other people at risk by using a mobile phone while driving
o Always drive safely to make sure that we all get home to our loved onesNewsletter/email templates Below are templates you can use to promote NRSW and your activities Template 1 National Road Safety Week (16 -23 May 2021) Take the pledge – drive so others survive This year during National Road Safety Week (16 -23 May 2021), we are asking people to visit the National Road Safety Week website and take the pledge to lead the way and drive so others survive. By taking the pledge you are making a commitment to take responsibility on the road to protect every life, every time you drive. We are also holding a number of events including [ xxxxxxxx ] as part of the yellow ribbon relay across NSW in the lead up to the Week, as well as the lighting of [xxxxxxxx ] in yellow to remember those we have lost due to road trauma and to ask drivers to check their own behaviour and ‘Drive So Others Survive’. To find out more about National Road Safety Week, visit www.roadsafetyweek.com.au
Template 2 National Road Safety Week 2021- get involved! Road safety is a shared responsibility and this year during National Road Safety Week (16-23 May 2021) we are asking everyone to get involved, spread the word and consider what action you can take. National Road Safety Week (NRSW) highlights the impact of road trauma, honours those we have lost to road crashes and pledges to make the roads safer for everyone. There are many different ways you can get involved, starting with taking the pledge to lead the way and drive so others survive. By taking the pledge you are making a commitment to take responsibility on the road to protect every life, every time you drive. Other ways to spread the word and get people thinking about reducing their road risk may include xxx [e.g providing NRSW marketing collateral to your stakeholders to distribute to their wider communities, wearing a yellow ribbon in support or even using our hashtags and sharing our social media posts with family and friends.] We are holding a number of events and activities [include details] which you can head down to or can follow and support on our social pages and we will also be lighting [xxxxxxx] yellow to raise awareness for road safety. So get involved and show your support for safer roads. To find out more or to get involved visit www.roadsafetyweek.com.au or email towardszero@transport.nsw.gov.au
Appendix 1: TfNSW road safety messaging
General road safety:
• Speed, fatigue and drink/drug driving the three main causes of death and injury on NSW roads.
• In 2020*, 297 people lost their lives on NSW roads, including 184 on country roads.
• As well as the lives lost, crashes on NSW roads leave more than 10,000 people with serious injuries
every year.
• The message is simple: obey the speed limit, don’t drive tired, and if you have been drinking or taking
drugs do not get behind the wheel.
• Whether you’re the driver, passenger or another road user, every decision you make on the road
matters.
• Slow down, look out for others and make safe decisions so no one is injured or killed.
• There are no excuses – stick to, or below, the speed limit
* All figures are preliminary as at April 2021Speeding:
• In 2020*, 138 people lost their lives because someone was driving over the speed limit or too fast for the
conditions.
• That means that last year 46 per cent of all fatalities were speed related.
• Importantly, these lives were lost not only in crashes at excessive speed or in places we would
traditionally call blackspots, but also in cases where vehicles were travelling too fast for the conditions
and right across the network.
• At high speed, even a few kilometres per hour lifts the time needed to respond to a hazard and increases
the impact forces in a crash. This truly can mean the difference between life and death.
• When the unexpected happens on the road - the speed that you're travelling at matters. 'Just a bit over'
can be the difference between being able to stop in time or not at all.
• If the worst happens and there is a crash, any extra speed means extra impact force – and the human
body can only tolerate so much before death or serious injury will occur.
• The faster you’re going:
o The impact of a crash is more severe
o The likelihood of serious injury or death increases
o The stopping distance required increases
o More time is needed to react and avoid a crash
* Preliminary figures as at April 2021Fatigue:
• Fatigue is a leading factor in deaths on our roads, contributing to 13 per cent of fatalities in 2020*.
• Last year, 39 people died in fatigue-related crashes on NSW roads, compared to 61 in 2020*.
• Fatigue can strike at any time. The largest proportion of fatigue related crashes happen between 2
and 5pm.
• Fatigue crashes are more likely to result in death or serious injury simply because a driver who is
asleep can’t react.
• Being awake for 17 hours has a similar effect on your performance and reaction time behind the
wheel as a blood alcohol content of .05.
• The best way to avoid driving tired is to make sure you have a good night’s sleep before getting
behind the wheel. If you feel tired while driving or experience any of the early warning signs such as
yawning, restlessness or sore eyes, pull over in a safe place, stretch your legs and have a rest.
• Your decision to drive while tired can result in serious consequences for yourself and others.
• Drivers need to be aware of the risks on the road at all times and avoid them, even on familiar roads.
This includes planning regular breaks to avoid becoming tired.
• We all have a part to play in keeping ourselves and our communities safe on the road.
* All figures are preliminary as at April 2021Regional statistics
In [insert region] there have been [XX] fatal road crashes in 2021*
• In the Sydney Region there have been 29 fatalities so far in 2021*
• In the Southern Region there have been 24 fatalities so far in 2021*
• In the Northern Region there have been 24 fatalities so far in 2021*
• In the Western Region there have been 16 fatalities so far in 2021*
*All figures are preliminary as at April 2021Appendix 2: Using the Creative Assets Library
Creative Assets Library
For other road safety messaging or resources that you may like to use during National Road Safety week,
you can visit our creative assets library and search for relevant material (e.g. pedestrians, vulnerable road
users, slow down for emergency services).
Using the creative assets library (CAL):
• If you already have an account, log in at http://creativeassets.transport.nsw.gov.au/ and search your
topic of interest
• To create an account:
– Go to: http://creativeassets.transport.nsw.gov.au/
– Click ‘Register’ on the top right-hand side of the page
– Complete the form
– Click the box to confirm if you agree with the T&Cs
– Submit your registration request to administrator for approval
– You will then receive email confirmation when your account is ready to access (generally within
24-48 hours).
If you have any issues with the CAL, please contact creativeassets@transport.nsw.gov.au and provide any
screenshots of the issue.Thank you for your support
Questions? Please email:
towardszero@transport.nsw.gov.au
Contact
If you have any questions or need any further information or help about the
resources presented in this pack, contact:
Road Safety Engagement
E: towardszero@transport.nsw.gov.auYou can also read
