September 8, 2017
JAMA Launches Its 2017 Autumn Road Safety Campaign
The Japan Automobile Manufacturers Association, Inc. (JAMA) is pleased to announce the conduct of its annual autumn road safety campaign from September 21 through December 31 this year. The campaign’s launch date coincides with that of the Japanese government’s Autumn Traffic Safety Campaign (September 21-30) conducted by the National Police Agency.
In 2016 road fatalities in Japan totalled 3,904, marking the first drop below 4,000 in 67 years, since 1949. The number of elderly road fatalities also dropped from the previous year, but of total road deaths, senior citizens (aged 65 or older) accounted for a record high of 54.8%, of which a staggering 73.7% were pedestrian fatalities.
According to an analysis by the National Police Agency, fatality rates for pedestrians crossing roads increase with age, and more elderly pedestrian fatalities occur during evening hours than during daylight hours. These fatalities are mainly attributable to the victims’ attempts to cross a road in front of an oncoming vehicle or at places other than pedestrian crossings.
In view of this reality, a particular focus of JAMA’s 2017 autumn road safety campaign will be the prevention of traffic fatalities involving elderly pedestrians.
Priority Issues Addressed in JAMA’s 2017 Autumn Road Safety Campaign
- For Drivers: Early use of headlights at dusk and use of high-beam lights when there are no vehicles ahead
The number of elderly pedestrian fatalities occurring after sundown far surpasses the number of such fatalities occurring during the daytime (in 2016, those figures were 65.6% and 34.4%, respectively) and from autumn to year’s end, there is a significant increase in elderly pedestrian fatalities in the twilight hours. The campaign will therefore urge motorists to turn on their headlights early at dusk, and to use their high-beam lights when there are no vehicles ahead of them in the same lane or oncoming in the opposite lane.
Moreover, in view of the marked increase in recent years of headline-making road accidents caused by elderly drivers, the campaign will promote the use of so-called safety support cars equipped with safety support systems such as automatic braking and accelerator suppression for pedal misapplication. - For Elderly Pedestrians: Caution when crossing roads and wearing of reflective materials after daylight hours
In view of the large share of elderly pedestrian deaths in road fatalities (see above), the campaign will encourage elderly pedestrians not only to adhere to basic rules and be attentive to their safety when crossing roads, but also to wear reflective materials after daylight hours. - For Motorcycle Riders: Proper wearing of helmets
There were 684 motorcycle fatalities in Japan in 2016, of which 41.8% suffered head injuries. About 30% (195 persons) of the 662 victims wearing helmets suddenly lost their helmets on collision impact. The campaign will therefore urge motorcycle and moped riders to always wear their helmets properly by fastening their chinstraps securely.
Summary of Campaign Content and Messages
Content |
To help prevent road fatalities involving elderly pedestrians:
To help prevent motorcycle rider fatalities:
|
Messages |
“Turn on headlights early in the evening.”, “Use high-beam lights when there are no vehicles ahead or oncoming.” (for drivers) |
Communication Strategies
- Use of a dedicated road safety campaign website to 1) air animated videos, conduct a road safety quiz, and accept entries for a road safety photo contest; 2) promote the use of high-beam lights when there are no vehicles ahead or oncoming in the opposite lane; and 3) raise awareness in regard to “safety support cars” (September 21-December 31)
- Provision of links (embedded in banners) to the dedicated campaign website on the websites of JAMA member manufacturers (September 21-December 31).
- Airing of three animated videos featuring Bonobono, the campaign’s friendly sea-otter mascot, through the following media/channels to encourage motorists to turn on their headlights early in the evening, encourage elderly pedestrians to wear reflective materials for self-protection, and encourage motorcycle riders to properly fasten the chinstraps of their helmets (video airing timeframes vary depending on the medium; see below).
YouTube |
The animated videos will be accessible on YouTube. |
Large outdoor display screens |
The animated videos will be shown on 39 large outdoor screens installed in 14 prefectures nationwide at locations where vehicle and pedestrian traffic is particularly heavy (October 1-October 31). |
Expressway service area information display screens |
The animated videos will be shown on HDTV screens installed at around 100 service areas along the East, Central and West Japan Expressway routes operated by NEXCO (September 21-December 31). |
Road safety campaign web site |
The animated videos will be aired on the dedicated campaign website, which will also be used for other promotional purposes as described above (September 21-December 31). |
- Airing of AM radio commercials on 32 radio stations nationwide to encourage motorists to turn on their headlights early at dusk and encourage motorcycle riders to wear their helmets properly (October 1-October 31).
- Distribution of reflective materials to kindergartens in Aichi, Chiba and Osaka prefectures, where elderly pedestrian road fatalities are particularly high; the aim is to encourage the kindergarteners to give those materials as presents to their grandparents to promote the wearing of reflective materials by elderly persons after daylight hours (September 1-September 15, to ensure distribution in time for Respect-for-the-Aged Day on September 18).
