TV ad attacks 'safe speeding' [+ video]

A new hard-hitting television advert challenging the idea of "safe speeding" has been released.

The advert, from Land Transport NZ, aims to get across the message about the danger of speeding and the role police play in enforcing the speed limit.

It features a father taking his son to a soccer game who is pulled over by police.

Director of Land Transport Wayne Donnelly said too many people were comfortable driving "just over" the speed limit, taking "slight risks" or making "small mistakes".

He said: "It's not only excessive speeders that are the problem – people driving 10 to 20km/h over the limit crash often. Nearly half of all speed-related crashes happen at or around the speed limit."

LTNZ said the chance of crashing increases with higher speeds, as does the risk of injury or death. You are twice as likely to be involved in a fatal crash travelling at 120km/h than you are travelling at 100km/h.

Mr Donnelly said the ultimate goal of the ad was to help reduce death and injury on New Zealand roads.

"Speeding drivers pose a major road safety risk and they contribute to a huge public health problem," he said.

"On average a New Zealander is injured or killed every five hours in a speed-related crash. Last year over 2,700 people were injured or killed in speed-related crashes on our roads.

"People caught driving above the speed limit will be ticketed. They are ticketed for a reason, and that reason is safety."

- NZHERALD STAFF