Since 1995 billboards have appeared on New Zealand's roadsides with road safety messages. This one – a featuring a white cross on a speedometer – makes the link between speeding and higher risk of fatality in the event of a crash. These hard-hitting billboards, along with graphic television clips and newspaper and magazine advertisements, are part of an ongoing road safety advertising campaign. They are based on the Australian state of Victoria's success in reducing its road toll using these methods in the early 1990s. This campaign, together with police enforcement, has saved hundreds of lives.
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Photograph by Christian Zielecki
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