SPEEDING DRIVERS TOLD ‘SLOW DOWN STUPID’

Speeding motorists are about to get a blunt message in a new road safety campaign – "Slow down stupid".

Premier Anna Bligh said the new road safety campaign will launch on Sunday night television, with radio and billboards throughout Queensland to follow.

"Speeding is a major cause of fatal crashes in Queensland, contributing to one in every five road fatalities," Premier Bligh said.

"This year alone, 70 people (to 31 October 2008) have lost their lives in speed-related road crashes.

"Many people believe speeding is not dangerous and they can do it ‘safely’.

"These people are kidding themselves and putting themselves and others at risk.

"The new anti-speeding campaign, ‘Slow down stupid’, highlights the dangers and consequences on speeding drivers and their innocent victims, loved ones and friends."

Premier Bligh said despite this tragic loss of life, there was a disturbing mindset that speeding can be safe, with 60% of motorists admitting to sometimes or always driving over the speed limit.

"I make no apologies for the blunt delivery of the campaign message or the use of emotive, and sometimes graphic, images," she said.

"Unfortunately, this is what we have to show to get the message through to the main culprits responsible for causing speed-related fatalities – males aged 17 to 39 years."

Market research was undertaken to ensure a campaign was developed that would impact men at different stages of their lives.

From 2003-2007, men aged 17 to 59 years accounted for nine out of every 10 speeding drivers or riders involved in fatal crashes.

Men aged in their 50s are another high risk speeding group, and one of the commercials has been specifically designed for this age group.

Six different television commercials have been developed to target speeders, as well as the people who influence them – their wives and girlfriends.

These commercials show the consequences of speeding – from fines to living with the guilt of killing someone in a crash.

Premier Bligh said the campaign was a $2.25 million investment in road safety which will roll out over the coming three years.

"This is a significant investment, but one which will be worth every cent to reduce the carnage on our roads.

"The Queensland Government is serious about doing all we can to stop the senseless waste of life on our roads.

"I urge motorists to heed the message of this campaign – slow down."

Up to 31 October 2008 in Queensland:

• 70 people have been killed in speed-related crashes.

From 2003 to 2007:

• 356 people died as a result of crashes involving speeding drivers or riders.
• Speeding was a contributing factor in one in every five road fatalities (21.6% of the road toll).
• Men aged 17 to 59 years accounted for nine out of every 10 speeding drivers or riders involved in fatal crashes (90%). Of these male drivers:
• Two fifths (41.5%) were aged 17 – 24 years
• Two fifths (41.5%) were aged 25 – 39 years
• One fifth (17%) were aged 40-59 years

• One in every four of those killed were not the speeding drivers or riders, but their passengers or other drivers, riders, passengers, pedestrians or cyclists.

• One in every five of the 356 killed were passengers of the speeding drivers or riders.