Christmas road safety campaign delivers results

Queenslanders are re-engaging with road safety following the Newman Government’s Join the Drive to Save Lives campaign.

Transport and Main Roads Minister Scott Emerson said the evaluation of the Christmas road safety campaign showed Queenslanders were once again taking responsibility for road safety.

“This campaign has laid the foundations to truly change attitude and behaviour when it comes to road safety,” Mr Emerson said.

“Almost two-thirds of Queenslanders recalled seeing the campaign compared to previous campaigns which were around 50 per cent.

“We promised at the election to revitalise frontline services and a big part of this commitment is driving down the rising road toll.

“The road safety campaign together with the enforcement efforts of police helped reduce the Christmas/New Year road toll to four which is two below the previous period.

“For the first time Queenslanders from all over the state were the voice of the campaign and clearly this fresh, modern approach is making a difference.”

The campaign attracted more than 45,000 visits and 440 people uploaded their own road safety messages, videos and photos to the campaign website.

Research conducted after the campaign showed there was strong recall of key messages about the Fatal 5 particularly speeding (88 per cent), drink driving (88 per cent), driver fatigue (66 per cent) and talking/texting (52 per cent).

The campaign forms part of our $350 million Road Safety Action Plan to tackle the road toll.

While the Christmas campaign has finished, Join the Drive is still active and people are encouraged to leave a message, photo or video at www.qld.gov.au/jointhedrive.

[ENDS] 12 February 2014

Media contact: Stephanie Shield 0418 186 625