26 September 2023

New road safety campaign hits the roads

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The Department of Transport and Main Roads has launched a new and highly targeted road safety billboard campaign all around the State reminding motorists to drive safely.

The campaign’s messages focus on driving behaviours and how dangerous they can be when driving on the roads.

The Department said the campaign was developed using crash data from specific high-risk locations and included on-road safety reminders such as using seatbelts, checking for motorcyclists and avoiding distractions from mobile phones.

“Creative approaches have been used to appeal to several target audiences right across Queensland, while utilising clear and engaging messaging,” the Department said.

It said the campaign was prompted by a spike in the number of lives lost on Queensland roads in recent years, and reminds motorists to adjust their behaviour while they are driving.

“In 2022, 297 people lost their lives on Queensland roads, 20 more than the previous year and 17 per cent higher than the previous five-year average,” the Department said.

“Almost every region in Queensland has experienced an increase in road deaths compared to previous years, with speeding, breaking road rules and drink driving all acknowledged as major contributors to road trauma throughout the State,” it said.

Welcoming the campaign, the Minister for Transport and Main Roads, Mark Bailey said that with today’s ‘ever-expanding media channels’, it was becoming harder to reach people with road safety messaging.

“Since all road users travel on the road, they are exposed to outdoor messaging like billboards,” Mr Bailey said.

“Research shows that people are more likely to modify their behaviour when confronted by messages while ‘in the moment’ of driving,” he said.

He said the carefully placed outdoor advertising would be an important reminder to motorists while they are in their vehicles, discouraging dangerous driving behaviours and preventing further avoidable trauma.

“This campaign uses creative approaches to get road safety messages out there, including on-road reminders and solutions, such as ‘Creeping up? Slow down’ and ‘Scrolling? Leave your phone alone’,” the Minister said.

“We want all Queenslanders to get home safely, no matter where they live,” he said.

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