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All activities must be consistent with the Transport Agency's planning and investment principles.


Approved organisations and the Transport Agency are encouraged to work together, or cluster, for the purpose of employing professional services and pooling other resources to develop, manage and deliver promotion of road safety and/or demand management activities in an efficient and cost-effective way.

Clusters can provide additional benefits by enabling a programme to target a community at risk in one council area, and achieve coverage of other council areas at little or no additional cost. The emphasis should always be on the primary community at risk.

Developing a programme of activities

Road safety promotion programmes are developed through the road safety promotion module in Transport Investment Online (external link)(TIO). For demand management activities, use the improvements module.

You may be able to make additional efficiencies when activities are developed and assessed as part of a programme of activities addressing the safe use of the land transport network.

Road safety promotion programmes addressing the safe use of the land transport system should, where relevant, demonstrate alignment with safety-related programmes funded under other activity classes, as well as alignment with national and regional programmes.

The programme should embody the Safe System approach and be integrated with engineering, police and other stakeholder activities.

Similarly, demand management activities addressing the efficient and effective use of the land transport system should where relevant demonstrate alignment with efficiency and effectiveness-related programmes funded under other activity classes, as well as alignment with national and regional programmes.

Robust planning processes put in place by approved organisations and the help to give the Transport Agency confidence that appropriate alternatives and options have been considered in the development of the proposed programme, and that the use of available resources has been maximised.

The checklist below provides guidance for the steps to take in planning activities and things to consider prior to making a funding application.

  • Understand key local, regional and national objectives using the relevant strategic documents, eg regional land transport plans, Safer Journeys, activity management plans.
  • Establish your key problems, issues or opportunities, and describe how these have been determined (for example using an Investment Logic Map (ILM) or through your road safety action planning (RSAP)).
  • Define the nature of the problems you are addressing and any evidence sources. For road safety promotion programmes, consider sources such as the Transport Agency’s crash analysis system or Accident Compensation Corporation data, police reports, briefing notes or the Communities at Risk Register. For demand management activities, consider relevant transport network performance data eg traffic counts and travel time data.
  • Use the business case approach or for road safety promotion programmes, road safety action planning (RSAP) to define the programme objective and determine possible alternatives and options to reach them. RSAP should consider other council and stakeholder activities which may be leveraged off.
  • Develop a draft programme of activities which would best achieve the key objectives. Consider how a three year programme may allow different emphasis, intensity and combinations of interventions to maximise effectiveness.
  • Assess feasibility of the programme based on budget, resources, possible constraints and priorities.
  • Ensure eligibility of planned activities against Transport Agency criteria and assess each activity against the Transport Agency Investment Assessment Framework.
  • Finalise the list of activities, and discuss the scope and cost of activities with the Transport Agency.
  • Complete the activity list or project plan ensuring all information is included and reflects project size, complexity and planned implementation.
  • Complete a cost-benefit appraisal for road safety promotion activities that have an annual cost over $1,000,000. For demand management, a cost-benefit appraisal is required for all activities (or combination of activities where appropriate).
  • Note that the activity list will now form the basis of annual reporting. Deliverables and outcomes should be measurable and reflect the monitoring processes in place for the programme.

Grouping activities

Road safety promotion activities with an expenditure of less than $1,000,000 each may be grouped in applications through TIO. Applications must be supported by a list of the activities, financial data and objectives, as outlined in the attached supporting information template, the road safety promotion activity list.

Road safety promotion activities that individually cost more than $1,000,000 must include a calculated benefit-cost ratio.


Local advertising must meet the Transport Agency’s advertising guidelines(external link).

Approved organisations and Transport Agency staff are encouraged to consult with the Transport Agency’s advertising team early when developing any advertising programme to ensure effectiveness is maximised. The advertising team can provide feedback on your early idea/s.

Approved organisations/Transport Agency staff must complete an advertising brief and approval application form to guide discussions when engaging advertising agencies or working with an in-house team. If your advertising programme is audited by the Transport Agency, this document will be required.

The Transport Agency’s advertising team must approve any advertising applications for campaigns that cost $250,000 or more. For these applications, you will also need to use the advertising approval application form. If your advertising is audited by the Transport Agency, this document will be required.

If advertising does not follow Transport Agency guidelines, the Transport Agency may request immediate removal and discontinuation of the advertising. This will be at the expense of the approved organisation and a return of funding for the campaign may be sought.

The content of road safety and/or demand management advertising may be subject to an audit by the Transport Agency.

Supporting information

All funding requests for promotion of  road safety and/or demand management activities must be accompanied by a project plan or activity list that:

  • identifies the Safer Journeys priority areas or local issues that are being addressed
  • identifies the target audience
  • describes the individual activities or programmes that will be delivered
  • describes the objectives and outcomes for each activity or programme
  • provides an outline of deliverables and monitoring requirements by which effectiveness will be gauged.

Road safety action planning, or other similar forms of integrated planning, should provide information on activity development and delivery of the programme.