Citation

Jiggins S. J. Australas. Coll. Road Saf. 2008; 19(3): 14-16.

Copyright

(Copyright © 2008, Australasian College of Road Safety)

DOI

unavailable

PMID

unavailable

Abstract

Road traffic collisions often are viewed by the media and others as accidents out of one's control, rather than preventable matters of public health. Many accident risks are known - and controllable. These include poor emergency health services; unsafe vehicle design; poor road safety regulation enforcement; poor road design; non-use of restraints, including helmets and seat belts; alcohol; and speeding. There is evidence that views on control of road traffic accidents are changing. In 2004, the World Health Organization's World Health Day focus was on road safety. In October 1997, Swedish parliament passed its Road Traffic Safety Bill, which had its basis in Vision Zero, a road safety philosophy designed so that within the road transportation system, eventually no one will be seriously injured or killed. The author argues for changes in how Australian media and others view and deal with traffic accidents. The country's National Road Safety Action Plan is discussed, as is media framing and engagement. Future actions are reviewed, including the possibility of collaborative work by media, road safety authorities, and police to develop media resources to assist journalists in road traffic collision reporting. In short, the author calls for a shift in paradigm to view road traffic collisions as public health issues, rather than uncontrollable events the media can manipulate for drama.