Perth radio stations mix94.5 and 92.9, in association with Australia’s largest automotive retailer Automotive Holdings Group (AHG), have launched a new community initiative designed to raise awareness of safe driving, called Reduce the Risk. It is the first time that the Austereo-owned radio stations, the number one and number two commercial stations in Perth, have joined forces for a community campaign.
The Reduce the Risk campaign will run across radio, print and on line media, and includes a dedicated microsite at reducetherisk.com.au, that will act as an information portal for the public.
Austereo Perth and AHG created the Reduce the Risk concept following a close look at the WA Fatal Traffic Crash statistics, which showed:
*194 people died on WA roads in 2009
* 19% were aged between 17 and 24,
* 58% of those who died in 2009 were aged between 25 and 60
* 57% were killed during daylight
* 68% were killed on a week day
* 81 people have died so far in 2010
The statistics highlight that it is not just young people driving dangerously at night who have fatal accidents. Mums, dads, friends, colleagues, everyday workers, commuters and families are all at risk.
The Reduce the Risk campaign encourages people to reduce the risk on the roads, and reduce the road toll, by taking simple steps to improve their driving habits.
AHG Managing Director Bronte Howson said as Australia’s largest automotive retailer AHG “is proud to be associated with this important safety initiative.”
General Manager of Austereo Perth Linda Wayman has told radioinfo:
“This is the largest project that Austereo Perth, as a group, has entered into with a commercial partner. Through our stations, mix94.5 and 92.9, joining forces with AHG, we have the potential to reach a vast audience and encourage them to take steps to reduce the risk on our roads and ultimately, reduce the road toll. We know that after 12 weeks of the campaign, we will reach 774,000 of people aged 18 – 54.”
Meanwhile, in Melbourne, Nova is also raising awareness of road safety. Nova 100 News Journalist Emma Bruer and announcer Daniel Gawned will present a one-hour Nova’s All Ears special on Youth Road Safety on Nova 100 this Sunday 12 June at 5pm.
The pair will uncover the facts about the youth road safety issue. Road trauma is the biggest killer globally of young people aged 16 to 25. This group of drivers accounts for just 14% of license holders and 23% of all driver deaths on our Victorian roads in 2009. Multiple passengers significantly increases the risk of an inexperienced driver crashing and encourages risk taking behaviour.
Nova’s All Ears is a dmg Radio Australia “Cool to Care” initiative. Nova’s All Ears addresses the issues listeners face and provides them with a forum for discussion, information and advice with experts.