September 18, 2014
JAMA Launches Its 2014 Autumn Road Safety Campaign
The Japan Automobile Manufacturers Association (JAMA) will be conducting 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 2013 there were 4,373 road fatalities in Japan (38 persons fewer than in 2012), marking the thirteenth consecutive annual decline in such deaths. Road accidents and injuries, which both peaked at historic highs in 2004, fell for the ninth successive year. Despite these declines, road fatalities, accidents and injuries clearly remain excessively high. In response, the government is advancing measures to reduce total annual road fatalities to fewer than 3,000 persons by 2015, as part of the drive to meet its ultimate goal of making Japan’s roads the safest in the world.
In view of the fact that over 780,000 persons were injured in road accidents last year, road safety is also a top priority for JAMA, which fully supports the government’s reduction target. JAMA’s own initiatives towards that goal comprise the promotion of vehicle-based advanced safety measures and the implementation of road user-directed measures, including the conduct of its annual spring and autumn road safety campaigns to contribute to safer motoring conditions nationwide.
A particular source of concern is the rising number of road fatalities among the elderly, a demographic segment that accounted for a record high of 52.7% (2,303 fatalities, 39 persons more than in 2012) of Japan’s total road fatalities in 2013. This underscores the continued pressing need for road safety measures targeting senior citizens.
For JAMA, the current year marks the continued expansion of a program of partnering with regional road traffic authorities to promote road safety information campaigns. This initiative, undertaken originally with Ibaraki Prefecture in 2012 and subsequently with Gifu Prefecture in 2013, is being extended to Shizuoka Prefecture in this year’s autumn campaign.
Priority Issues in JAMA’s 2014 Autumn Road Safety Campaign
- For Drivers: Turning on Headlights Earlier in the Evening
With the rapid graying of Japan’s population, “seniors” now account for more than half of all road fatalities. Half of those elderly deaths, moreover, are pedestrians. The number of elderly pedestrian fatalities occurring after dark is close to twice the number occurring during the daytime, and from autumn to year’s end there is a marked rise in these fatalities in twilight hours. Accordingly, the campaign will urge drivers to always turn on their headlights early in the twilight hours.
- For Senior Citizens: Wearing of Reflective Materials for Self-Protection
In view of the number of elderly pedestrian fatalities (see above), the campaign will encourage both elderly pedestrians and bicycle riders to wear reflective materials after daylight hours to ensure their greater visibility.
- For Motorcycle Riders: Proper Wearing of Helmets
There were 760 motorcycle fatalities in Japan in 2013, of which 45.5% suffered head injuries even though 94.9% were wearing their helmets at the time of the accidents. Of the victims wearing helmets, 32.3% suddenly lost their helmets on collision impact. The campaign will therefore urge motorcycle and moped riders to always fasten their chinstraps securely before starting off, thereby avoiding the loose or otherwise improper wearing of helmets.
Details of Campaign Implementation
- Appeal to drivers: Turn on headlights earlier in the evening.
- Appeal to senior citizens: Wear reflective materials after dark.
Campaign Duration and Basic Content
Campaign duration |
September 21 (Sunday) through December 31 (Wednesday), 2014 |
Basic content |
In the effort to reduce road fatalities involving elderly pedestrians: |
Messages |
-“Turn on your headlights early in the evening!” (for drivers) |
Specific Initiatives
Nationwide measures |
-Airing of AM radio commercials on networks nationwide (October 1-31, Monday through Friday) |
|
Regional measures |
Shizuoka Prefecture |
-Cooperation from the Shizuoka Traffic Safety Policy Council (comprising representatives from the Shizuoka prefectural government, Shizuoka Prefectural Police Headquarters, Shizuoka Prefecture Traffic Safety Association, etc.) in presenting mini-programs promoting road safety and aired on the Shizuoka Broadcasting System (SBS) radio channel. Also alerts on SBS radio for drivers to turn on their headlights early in the evening (under the title “Twilight Headlights-on Campaign”). Companies and individuals supporting this drive receive promotional stickers as gifts. |
Gifu Prefecture |
-Cooperation from the Gifu Traffic Safety Policy Council (comprising representatives from the Gifu prefectural government, Gifu Prefectural Police Headquarters, Gifu Prefecture Traffic Safety Association, etc.) in presenting mini-programs promoting road safety and aired on the “Gifuchan” (Radio Gifu Broadcasting) radio channel. Also alerts on Gifuchan for drivers to turn on their headlights early in the evening (under the title “Twilight Headlights-on Campaign”). Companies and individuals supporting this drive receive promotional stickers as gifts. |
|
- Appeal to motorcycle riders: Wear helmets properly, with chinstraps fastened securely.
Campaign Duration and Basic Content
Campaign duration |
October 1 (Wednesday)-October 31 (Friday), 2014 |
Basic content |
With over 30% of motorcycle fatalities involving the victims losing their helmets on impact, appeals to riders to wear their helmets properly by fastening their chinstraps securely. |
Message |
-“Fasten your helmet chinstrap securely!” |
Specific Initiatives
Nationwide measures |
-Airing of AM radio commercials on networks nationwide (October 1-31, Monday through Friday) |
