Victoria’s Transport Accident Commission has launched a pointed road safety campaign aimed at arresting the consequences of risk taking by e-scooter riders.
The queues in hospital emergency departments and orthodontist waiting rooms have grown like topsy as increasing numbers of people, often tipsy, ride them for fun and excitement.
The campaign follows the introduction in Victoria of tough laws targeting poor riding behaviour, including increased penalties for riding without a helmet, riding on a footpath, and carrying a passenger.
Riders caught riding under the influence of drugs or alcohol are subject to the same rules as motorists – and risk losing their licence.
The TAC says the campaign has three objectives: increase e-scooter rider awareness of permanent rules and penalties; educate e-scooter riders on safe riding and; improve long-term rider behaviour.
Central to the campaign is a series of videos using stop-motion animation to bring toy-like e-scooter riders to life. The videos begin with the toy characters riding dangerously and end with images of riders suffering serious injuries.
TAC data shows the most common e-scooter-related injuries requiring hospitalisation include limb, head and facial injuries.
The risk of severe injury or death is greater when the rider is breaking the road rules, including not wearing a helmet or drink-riding.
The new campaign is backed by research that shows many Victorians see e-scooters as toys, not realising that failing to use them safely and following rules can have painful consequences.
Research also found that many people don’t understand the key laws relating to e-scooter use.
Minister for Active and Public Transport Gabrielle Williams says: “E-scooters are an increasingly popular way for Victorians to get around, and our new laws are helping create a safe environment for riders.
“Riders can help keep themselves and others safe by doing the right thing, and this new campaign will be a wake-up call for those who think they are harmless and fun toys.”
Victorians will see and hear the new campaign from December 2024 to 26 January 2025 through online, radio/digital audio, social media, outdoor advertising, and culturally and linguistically diverse media.
You can see the ads on YouTube. https://www.youtube.com/watch?v=fIKtFCDGroc