Shock ad to target speeding drivers over Easter

One of the most confronting driver safety television commercials produced in Queensland will run over the next month in an attempt to tackle a runaway road toll.

Transport and Main Roads Minister Scott Emerson said the ‘Better slow down’ ad campaign would run for a month in the lead up to and during the Easter school holidays.

“This ad is so graphic it can only be shown during off peak times and after 8.30 at night,” Mr Emerson said.

“We’re well into March and Queensland’s road toll is almost one a day – 16 above last year.

“The road toll is already at a stage where there is no alternative but to confront people with the dangers of speeding in such a shocking way night after night.”

The advertisement, which first aired in Queensland in 2008 and again in 2010, will run for double the usual campaign.

Mr Emerson said it targeted young male drivers aged 17-24, who were the most over-represented drivers in fatal speed crashes in Queensland.

“First we targeted seatbelt use in the graphic ‘Better buckle up’ campaign in an effort to help people help themselves stay safer on the road in the event of a crash,” he said.

“The ‘Better slow down’ campaign will move on to targeting the high risk drivers who are actively putting not only their own, but other people’s lives in danger by speeding.

“There is no such thing as safe speeding. Speed contributes to one in every five fatal road crashes in Queensland, making it one of the biggest killers on our roads.

“The consequences of speeding are tragic, real, and long-lasting. This graphic campaign aims to remind reckless drivers of this.”

The campaign is funded through the Camera Detected Offence Program. The Government is currently out to tender for a new long-term campaign to target road fatalities.

[ENDS] 11 March 2013

Media contact: Stephanie Shield 0418 186 625

FATAL SPEEDING FACTS

During 1 January to 6 March 2013, there were 62 fatalities as a result of crashes within Queensland, which is 16 fatalities (or 34.8%) greater than the previous year and 13 fatalities (or 27.6%) greater than the previous five year average.*

During January 2013, there were seven fatalities as a result of crashes involving speeding drivers or riders within Queensland, which represents 22.6% of the Queensland road toll (n=31).

In 2012, 59 people died on Queensland roads as a result of crashes involving speeding drivers or riders. This represents 21.1% of Queensland’s road toll (280) and was 11 fatalities (22.9%) greater than the previous year (48).