The Motor Accident Commission (MAC) is placing the spotlight on South Australia’s hidden road toll - the serious injuries and causalities that occur on our roads every day.
MAC Acting General Manager, Road Safety, Matt Hanton said there were 7,398 injuries on South Australian roads last year.
While fatalities receive greater attention in the media and road safety reporting, injuries account for the most significant proportion of overall road trauma.
“On average 20 people are injured every day on our roads, when we make poor decisions behind the wheel we're not just risking death, we're risking disability, brain injury and a painful recovery.
“With around one crash an hour, your chances of being involved in road trauma are a lot higher than you probably thought,” said Mr Hanton.
The lifelong suffering of many people seriously injured on our roads is under reported and not well recognised by the community.
“For every person that died in 2015 another 72 were injured.
“A dedicated injury awareness campaign, using a new tram wrap will display the extent of injury on South Australian roads by highlighting the ‘hidden road toll’, said Mr Hanton.
The engaging and colourful tram wrap draws inspiration from ‘Where’s Wally’, as a cartoon theme that asks the audience to ‘spot’ the injured people.
The tram will run for the next 3 months with the key message ‘20 people are injured on our roads every day. Can you spot them? Take care out there’.
- 6,639 casualties
- 759 serious injuries
- 102 fatalities
- 20 people injured every hour, on average.
- 72 people injured for every person that died
The Motor Accident Commission (MAC) has teamed up with the Adelaide Lightning for another two seasons as the club’s official naming rights sponsor.
MAC Chief Executive Officer, Aaron Chia said the MAC Adelaide Lightning are one of the state’s most successful sporting clubs and MAC is proud to continue this partnership.
“To date, this partnership has proven very successful and the next two seasons will see this expanded even further with the Adelaide 36ers joining in to promote road safety to their vast network of fans.
“Basketball provides MAC with an opportunity to access thousands of people throughout the state and having dedicated MAC Adelaide Lightning and the Adelaide 36ers players as Official MAC Road Safety Ambassadors is a great way to extend the delivery of MAC’s road safety messages and to engage and educate the community.
“Encouraging people to reflect on their choices when it comes to road safety is a vital step in changing behaviours, and ultimately reducing serious injuries and deaths on our roads.”
“Education is a key component of MAC’s approach to reducing road trauma and using respected sports stars to help achieve this through their coaching clinics, class room sessions and community programs is a highly effective way for MAC to engage with even more audiences,” said Mr Chia.
Adelaide 36ers and MAC Adelaide Lightning CEO, Guy Hedderwick thanked MAC for their continued support and said he is excited about the new direction of the partnership.
“MAC has a strong partnership with the team and we are looking forward to continuing the important work of road safety education and developing it further with the inclusion of the Adelaide 36er’s,” said Mr Hedderwick.
Introducing Ken Walker, the Motor Accident Commission’s (MAC) new pedestrian spokesperson.
An enthusiastic, puppet presenter, Ken Walker, delivers humorous road safety messages through a series of webisodes and digital content called “Walk this way”.
MAC Acting General Manager, Road Safety, Matt Hanton said pedestrian safety is an important issue that is often overlooked by the general public.
“The road safety focus is more frequently on driving-related safety issues, but dozens of South Australian pedestrians are killed or seriously injured each year on our roads.
This year to date, four pedestrians have been killed and 41 seriously injured, up from 28 at the same time last year.
“With a total of 50 pedestrians seriously injured in 2015 it is alarming to see that we have already reached 41 serious injuries, a significant increase from this time last year,” said Mr Hanton.
Research shows vulnerable pedestrians such as the young or old, are highly at risk, while inattention and intoxication are also big contributing factors.
“All kinds of people share the roads, so it was important this campaign had broad public appeal that crosses generational barriers while still focusing on the important issues that impact pedestrian safety.
Phrases such as ‘redonk-a-donk’ and ‘oopsybum’ feature throughout the spoof style clips which will hopefully grab the attention of the general public and leave a resonating road safety message.
“The humorous approach of ‘Walk this Way with Ken Walker’ and short quick content will suit social media platforms such as Facebook and Youtube,” said Mr Hanton.
Watch the first two ‘Walk this way with Ken Walker’ webisodes below
Pedestrian Road Safety Statistics
- 18 pedestrians were killed and 50 were seriously injured in 2015
- Of the 18 pedestrian fatalities, 13 occurred in metropolitan Adelaide
- 70% of pedestrian serious injuries in 2015 were under 24 and over 60 years old
- 83% of pedestrian fatal and serious injuries have occurred in metropolitan areas
- Nearly 1 in every 8 road deaths in South Australia is a pedestrian
MAC’s General Manager, Road Safety and Strategic Communications, Michael Cornish said the last five years have seen 6 fatalities and 44 serious injuries on South Australian roads over the Adelaide Cup long weekend.
“The statistics show the trauma hasn’t discriminated – drivers, passengers, motorcyclists, pedestrians and cyclists; males, females; country and city residents have all been affected,” he said.
“This long weekend, please do the right thing; stick to speed limits, don’t drink and drive, and look out for others on the road,” Mr Cornish said.
If you’re using this weekend as an opportunity to take a road trip, it is not a good idea to set out on your long weekend journey immediately after work.
“Fatigue is a major cause of crashes leading to death and serious injury. Even a momentary loss of concentration can be catastrophic on high speed country roads,” he said.
“Make sure you’re well rested, and plan ahead to ensure you can take a break from driving for at least 15 minutes every two hours – if you drive tired, you’re not only putting yourself at risk, you’re putting others at risk too.”
“This long weekend, a lot of holiday makers’ vehicles will be carrying extra items or towing a trailer or a boat. If you are towing or driving a loaded vehicle, understand it will behave differently with extra weight on board, and that you are likely to be travelling on higher speed roads and will take longer to stop.
“It’s a good idea to put any loose objects in the boot of the car or behind a cargo barrier. Items like laptops, sporting equipment, toys and gaming devices, can become an unsecure missile that hits a passenger and causes injury in a crash.”
For more information on safe country driving visit http://www.mac.sa.gov.au/campaigns/country-driving
Of the 6 fatalities and 44 serious injuries for the Adelaide Cup holiday period between 2011 and 2015:
- 62% were male
- 22% were 16-24 years old
- 46% were drivers, 28% were passengers, 12% were motorcyclists, 4% were pedestrians, and the remaining 10% were cyclists
- 54% occurred in metropolitan Adelaide, 46% in rural areas
General Manager of Road Safety Michael Cornish says vulnerable road users include pedestrians, motorcyclists, cyclists and gopher operators.
“So far this year 15 vulnerable road users have died which equates to 28% of all deaths on our roads,” Michael says.
“While this is less than last year a number of recent incidents where vulnerable road users have lost their lives has prompted us to highlight the importance of everyone being alert to the behaviour of other road users and acting safely.”
Many pedestrians are injured on our roads every year so drivers need to be alert to their presence because without the protection offered to car occupants, injuries to pedestrians can be devastating.
“Hitting a pedestrian is a common type of road incident and they are frequently very serious with 45% of fatal crashes in metropolitan Adelaide last year being due to hitting a pedestrian,” Michael says.
Motorcycling is known to be a higher risk form of transport, where one small moment of thrill-seeking or loss of concentration can cause injuries that may result in death or a lifetime of pain and disability.
“If you are a motorcycle rider you are more exposed and vulnerable in the road environment with research indicating that, per hour of travel, you are nearly 18 times more likely to be killed in a crash than vehicle occupants,” Michael says.
“All road users can help make the road environment safer by looking-out for vulnerable road users on open roads, at crossings and intersections.
“And pedestrians and other vulnerable road users can also increase their safety in the road environment by making themselves more visible, establishing eye contact with other road users and using road crossings wherever possible.
“There are many ways to reduce your risk of being a casualty, whatever your mode of transport, but accepting responsibility for your own safety on the road is vital
The Motor Accident Commission is highlighting how important it is for motorists, cyclists and pedestrians to take extra care on our roads as students and teachers around the State return to school next week.
Obeying the 25km/hr speed limit around schools is essential and MAC General Manager of Road Safety, Michael Cornish, would like to remind all road users that road safety around schools is everyone’s responsibility, not just that of parents who are taking their children to school.
“Motorists need to look out for children on the roads, some of whom may be walking or cycling to school for the first time,” Michael Cornish says.
“And parents can also help to prepare their children for the journey to school by talking through the importance of being safe on the roads.”
Parents should discuss with their children how to cross the road safely without being distracted by friends and mobile phones.
And drivers need to remember that inattention is reported as the primary cause in almost 30 per cent of fatal crashes, and 45 per cent of serious injury crashes each year.
“It is essential for drivers to reduce any distractions inside their car so they can concentrate on the road and their surroundings,” Michael Cornish says.
“Switch mobile phones to ‘silent’ to avoid the temptation of being distracted while driving and please follow these important guidelines when dropping children at school.”
- Let children out of the vehicle on the kerbside;
- Never call out from the opposite side of the road, as young children have poor peripheral vision and may not see approaching vehicles when they cross;
- If waiting for a child who is travelling by bus, wait on the same side of the road as the bus stop;
- Take extra time to look for children at intersections, on median strips and on kerbs;
- Avoid parking too close to a marked school crossing;
- Enter and exit driveways and alleys slowly and carefully particularly when reversing;
- Watch for children on and near the road in the morning and after school hours.
What is a Standard Drink?
64 of Drinkwalkers aged 24-29 killed or seriously injured had a BAC of 0.08% or more.
Pedestrians can be difficult to see. They can be under the influence of alcohol or drugs, are often distracted, talking on their mobile, listening to their iPod or chatting to friends. But as a driver, you have a responsibility to take care on the roads and watch out for hazards.
The Hot Spots
If you're driving in the city tonight take extra care and watch out for Drinkwalkers in the following hot spots, especially if it's a Friday or Saturday night.
- North Terrace
- Grenfell Street
- Currie Street
- Pultney Street
- King William Road
- Jetty Road
- Norwood Parade
Map of Hotspots - Adelaide
Map of Hotspots - Greater Adelaide
Motor Accident Commission (MAC) is reminding motorists to take extra care on the roads as children around the State return to school.
Motorists need to look out for children on the roads, some of whom may be walking or cycling to school for the first time.
Parents can help prepare their children for the journey to school by talking through the importance of being safe on the roads before they head back to school.
Parents should stress how to cross the road safely without being distracted by friends and mobile phones.
MAC has the following tips for safer road use during wet weather:
- Drive to the conditions, and lower your speed in cases where visibility is poor or roads are slippery;
- Keep a safe distance between yourself and the vehicle in front – count at least three seconds;
- Check your tyres – if they have less tread on them, the tyres cannot displace enough water, which may make the vehicle aquaplane;
- Check for wear and tear on wiper blades and replace them as soon as they start to smear rather than clean windows;
- Check your car’s lights and indicators to make sure all are working properly and always turn on headlights in wet or foggy conditions;
- Cyclists should use their lights during the day as well as at night, and wearing florescent and reflective clothing will make it easy for drivers to see you;
- Pedestrians should always cross at the lights and be aware that drivers could have difficulty seeing them
With the 2017 Adelaide Fringe Festival underway, the Motor Accident Commission (MAC) has issued a timely reminder to drivers and pedestrians to take care on the road.
MAC’s latest road safety message, delivered by its comical puppet spokesman, Ken Walker, is calling for drivers to be on the lookout for ‘wobbly walkers’.
MAC Community Engagement Manager, Matt Hanton said as the festivities of the Adelaide Fringe Festival hit full swing this weekend it’s important to be aware of the risks that come with the influx of pedestrians in and around the CBD and the dangers when alcohol is mixed.
“It’s a great time of the year to be out and about, enjoying the Fringe Festival but we need to be aware of the significantly impaired judgement and decision making skills of those pedestrians who have been drinking.
“Alcohol mixed with busy city streets, especially during the hours of darkness, can be a dangerous cocktail for pedestrians that can lead to fatal consequences.
“Each year on South Australian roads, too many pedestrians are injured in avoidable road crashes, and in many of these cases the pedestrian has been found to have been under the influence of alcohol.
“The reality is that during the next month there will be more people drinking and walking around our city, moving between bars, restaurants and events.
“So if you are with a mate who may have had a few too many and has become a bit wobbly on their feet, we are asking you to keep them safe and away from the road.
“Drivers also need to be on the lookout for ‘wobbly walkers’ as it is likely they will not be looking out for you”, said Mr Hanton.
Pedestrian road safety statistics
- 9 pedestrians were killed and 74 were seriously injured in 2016
- Of the 9 pedestrian fatalities, 8 occurred in metropolitan Adelaide
- On average, 1 in every 10 road deaths in South Australia is a pedestrian
The new Ken Walker messages will hit the city this weekend and run through till the end of March – including pavement stickers, pay station and boom gate graphics, in-venue messaging and drink coasters, mobile scooter advertisements, bus backs and webisodes delivered by Ken.
The Motor Accident Commission (MAC) has launched a new campaign highlighting the impact of serious road injuries to coincide with the half-way point in the annual road toll.
With 283 serious injuries and 41 fatalities to date* in 2017, road authorities are hopeful for a consecutive record low road toll, but warn that figures can quickly change.
Road Safety Minister Peter Malinauskas said the continued reduction in death and injury on our roads is encouraging, but can change in an instant and we all need to work together to continue to reduce the road toll and rate of serious injuries.
“Every death is one too many, as is every injury. Road safety is about each of us taking responsibility for our behaviour – not sometimes, or most of the time, but every single time we get behind the wheel,” said Mr Malinauskas.
While overall the SA’s road toll is down on this time last year, with a significant decline in serious injuries, down 25%, there has been an increase in motorcycle fatalities with 8 lives lost.
“Sadly, we have seen a spike in motorcycle deaths this year. Motorcyclists are particularly vulnerable road users and we are continuing to invest in road upgrades and education to improve safety for riders,” said Mr Malinauskas.
The new ‘hidden road toll’ campaign features on a tram wrap and highlights that for every road death, 79 people are injured.
The x-ray like tram wrap aims to expose the unseen side of our road toll, with injuries often overshadowed by fatalities, which only account for a small proportion of the overall trauma on South Australian roads.
MAC Community Engagement Manager, Matt Hanton said while fatalities receive greater attention in the media and road safety reporting, injuries account for the most significant proportion of overall road trauma.
“Every day on our roads, when we make poor decisions behind the wheel we're not just risking death, we're risking disability, brain injury and a painful recovery.
“The consequences of being injured on our roads is under reported and not well recognised by the community,” said Mr Hanton
*The road toll as at 30 June 2017 was 41 fatalities and 283 serious injuries compared to 43 and 379 at this time last year.