Risk Wheel Returns to North Shore Streets

By John Grant

A recent national TV advertising campaign featuring a creepy looking man and his spinning risk wheel is being brought to life on the North Shore to remind local drivers that ‘Bad Calls Can Be Deadly’ at intersections.

6 October marked the launch of a multi-agency educational and enforcement style road safety campaign that aims to make North Shore intersections safer in October – statistically the worst month for intersection related accidents.

Five North Shore intersections have been selected for attention in this campaign on the basis of their high crash and injury record as well as high level of red light running.

This campaign features spooky radio adverts combined with the presence of risk wheels and Police at intersections. Some drivers will also see a tall dark clothed ‘grim reaper’ looking gentleman observing driver calls at some of North Shore’s most dangerous intersections.

Jamie Adkins, Road Safety Co-ordinator at North Shore City Council says, “We wanted to use the wheel as recent research has indicated that the national television advertising campaign using this material had achieved success in making people think twice about their decisions at intersections.”

“This campaign aims to remind drivers that it’s their call at intersections and what the consequences could be for a poor or hasty decision,” says Mr Adkins.

The campaign also aims to bust a few commonly held myths. Many drivers underestimate the risks of having a serious crash at an intersection yet intersections crashes are major road safety issue on the North Shore.

Almost half of all injury crashes (49 percent) on the Shore occur at intersections because drivers either fail to stop or give way.

Over the last five years there has been over 3500 intersection crashes on the Shore alone, the equivalent of around 14 per week, with many causing injuries as well as some tragic fatalities.

Certain road users, such as motorcyclists, cyclists and pedestrians are particularly vulnerable at intersections. Incidents involving a car with either a motorcyclist or cyclist typically occur as a result of the car driver failing to look properly or give way.

One of the chosen intersections for this campaign was selected in response to a survey carried out by local school children on the numbers of motorists running red lights at traffic lights outside their school.

“You have to stop and ask yourself, is it really worth it taking such risks,” asks Katrina van der Wende from ACC Injury Prevention.
“A lot of people are taking risks at traffic lights because they are running late for work or feeling pressure from other motorists behind them to go through orange or red lights.”

“Every bad call like these increase the chance of serious injury or death, be it their own, or other road users. These people are someone’s neighbours, co-workers and family members,” says Ms van der Wende.

This intersection safety campaign is a joint effort between North Shore City Council, ACC Injury Prevention and the NZ Police. It starts October 5 and runs to October 25.