CX500 Zero Hero Alcohol Blog :

Police Minister Liza Harvey : WA Government : Zero Hero.

POSITIVE reinforcement will be used to help cut the road toll, with the WA Government launching an Australia-first campaign praising drivers who have not accrued any demerits on Sunday.

Police Minister Liza Harvey said there were 800,000 West Australians with a perfect driving record over the past three years and each of the “zero heroes” would be enlisted as a safe driving ambassador to encourage friends, family and colleagues to obey the road rules.

The campaign is the first in a series of five road safety advertising and marketing blitzes for the remainder of 2016 worth a total of $4 million.

It is backed by market research the WA Government has commissioned for the first time to delve deeply into the attitudes and influences of all motorists rather than just those most likely to be killed or seriously injured.