Mr. Michael Rowland:

The important thing is what we have been doing and what worked in the past. I will make a number of points. Our job is to educate and make people aware. This needs to be consistent. We need a back-to-basics approach. My colleague Ms O'Connor has been working on campaigns to remind people of their vulnerability. We also have a function to make people aware of the rules of the road and the dangers associated with using the road, and to build support for enforcement to occur on the roads. The deterrence theory is that people will not engage in behaviour if there is the perception they could be caught. We need to promote this.