This campaign launched on 5 January 2014 and encourages the audience to be conscious of other road users and to choose a safer speed that factors in the chance for human error.

Previous campaigns have shown that the faster you go the less time you have to react, the longer it takes to stop and the bigger the mess when you do stop. But people still deny this truth or think it doesn’t apply to them. Their speed may be over the limit but it is minimal, e.g. 107 km/h in a 100 km/h area. In their minds they’re not ‘speeding’, but driving comfortably, and they feel in control.

https://www.youtube.com/watch?v=bvLaTupw-hk

No one should pay for a mistake with their life. When we drive, we share the road with others, so the speed we choose to travel at needs to leave room for any potential error.

From: NZTransportAgency