- New roadside campaign reminding Queensland motorists to drive safely
- Campaign designed to address high-risk behaviours before they happen
- Billboards will contain locally relevant reminders for road users.
The Palaszczuk Government is launching a new, highly targeted road safety billboard campaign across Queensland reminding motorists to drive safely via messaging addressing dangerous driving behaviours.
This new campaign has been developed using crash data from specific high-risk locations, and provides important on-road safety reminders including the use of 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.
Prompted by a concerning spike in the number of lives lost on Queensland roads in recent years, this campaign 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.
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.
Quotes attributable to Transport and Main Roads Minister Mark Bailey:
"With today's ever-expanding media channels, it is 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.
"Research shows that people are more likely to modify their behaviour when confronted by messages while 'in the moment' of driving.
"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'.
"Other messaging has been localised, for example when asking Toowoomba locals to leave enough room between them and the vehicle in front, we suggest counting 'one Toowoomba, two Toowoomba' from the vehicle ahead of them. In some areas, we have used poor local road statistics to get the message across.
"Our strategically placed outdoor advertising will be an important reminder to motorists while they are in their vehicles, discouraging dangerous driving behaviors and preventing further avoidable trauma."
"We want all Queenslanders to get home safely, no matter where they live."
Campaign messages include:
- [Number] people killed by [speeding/drink driving] in [location] 2017-2022
- Creeping up? Slow down.
- One or two? Drinking? Never drive.
- Scrolling? Leave your phone alone.
- Tailgating? Leave at least a 2 second gap.
- Not buckled up? Seatbelts every time.
- Near bikes? Look twice, give them space.
- Around trucks? Give them loads of room.
- Sleepy? Rest. Revive. Survive.
- Every K over kills. Slow down.
- No belt, no chance. Seatbelts every time.
- Leave your phone alone.
- One [location], two [location]. Leave at least a 2 second gap.
- Locations include: Toowoomba, Indooroopilly, Moggil Ferry, Bremer River, Townsville, Charters Towers, Mount Isa, Mount Surround, Goondiwindi, Nogoa River, Innisfail, and Rockhampton.
- Drinking? Never drive.
- Look twice for bikes.
- Rest. Revive. Survive.
Visit www.streetsmarts.initiatives.qld.gov.au to find out more about being safer on our roads.
