Real people telling real stories about driving on Queensland roads may be the key to engaging drivers who have become desensitised to gory safety advertisements.
Join the Drive is an Australian-first campaign from the Queensland government that takes an innovative approach to road safety.
Transport and Main Roads Minister Scott Emerson says the campaign combines experiences and advice gathered from drivers across the state in an attempt to target the Christmas road toll.
Mr Emerson says government research shows the community wants to take responsibility and actively engage with the government's campaign.
"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," he said.
The $2.2 million campaign was announced days after a Queensland University of Technology (QUT) study revealed that young people conceal text messaging while driving to avoid being caught.
Cassandra Gauld, from QUT's Centre for Accident Research and Road Safety - Queensland (CARRS-Q), says 50 per cent of drivers surveyed admitted to sending a concealed text message on a weekly basis.
Ms Gauld says advertising aimed at young drivers may help them reconsider their decision to stay connected with their mobile phones rather than obeying the road rules.
"Advertising should challenge the perceived need to constantly be connected by highlighting the importance of getting to their destination safely," she said.
Three Join the Drive production crews will be travelling around Brisbane, the Gold Coast, Logan, Cairns and Toowoomba from November 11 to capture stories from the community.
The final Christmas campaign will be released from mid-December.
Share
