Images of blood and broken bones will be replaced with the real stories of real people in a Newman Government campaign designed to target the Christmas road toll.
Transport and Main Roads Minister Scott Emerson said the $2.2 million Join the Drive road safety campaign would shelve the tradition of gory advertisements designed to shock drivers, fulfilling a core election commitment to revitalise frontline services for families.
“Our research is showing that governments need to better engage road users, particularly younger drivers, and take a fresh, modern approach to our frontline campaigns,” Mr Emerson said.
“Drivers are becoming desensitised with almost half of those surveyed unable to recall a safety messages in this shock-type advertising.
“Rather than throw money at advertising campaigns that are no longer working, as previous governments have done, we have taken an innovative, Australian-first approach to road safety.
“The Join the Drive campaign will ask Queenslanders for their stories and experiences when it comes to staying safe on our roads this Christmas.”
Three production crews will be moving around the state from Monday, November 11 filming the feedback from Queenslanders.
Crews will start in Manly and Holland Park in Brisbane before moving to the Gold Coast, Logan, Cairns and Toowoomba by mid next week.
Real feedback gathered during the filming will be included in the final Christmas campaign to be released from mid-December.
“Our research is showing that drivers and the community want to take responsibility for road safety and we will provide a campaign to support this,” Mr Emerson said.
“Importantly we are looking to engage through social media with young drivers who tend to be among the highest risk categories for a crash or fatality.”
The campaign will be supported by social media including:
– Website:
– Facebook: https://www.facebook.com/JoinTheDrive
– Twitter: www.twitter.com/JoinTheDrive
– You Tube: www.youtube.com/JoinTheDrive
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