A New Zealand (NZ) road safety advertising campaign is challenging drivers who feel they have a “right” to speed.

The joint NZ Transport Agency/Police campaign addresses the people who choose to travel at speeds that are too fast for the conditions, posing a risk to themselves and to others who share the roads with them.

“Every week, 11 people are seriously injured or killed in a speed-related crash on New Zealand roads, but a substantial portion of our society does not see the connection between speed and crashes,” said NZ Transport Agency Director of Safety and Environment Harry Wilson. “That needs to change, because the facts and the physics are indisputable. Speed is always a crucial factor in determining the severity of the crash and the severity of the injuries to the people involved. The simple and inescapable truth is that less speed means less harm in a crash.”

The campaign is running on television, video-on-demand and YouTube. It will be supported with billboard, radio, cinema and other digital advertising from later in January and February.

“Even when speed doesn’t cause the crash, it is the single biggest determinant in whether anyone is killed, injured, or walks away unharmed,” said Assistant Commissioner for Road Policing Sandra Venables. “A small change in speed makes a big difference to injury severity. Our plea to all drivers this year is to be courteous and slow down, to make sure you get to your destination safely.”