Queensland road safety campaigns win awards
Queensland road safety advertisements continue to gain national and international recognition withanother Join the Drive to Save Lives campaignwinning a state marketing award this week.
Main Roads and Road Safety Minister Mark Bailey, who is attending the road safety national forum in Perth, said it was a fantastic result and a great achievement to see Queensland road safety campaign Are you driving blind? given a five-star rating.
The mobile phone distractions campaign was named the winner of the Australian Marketing Institute (AMI) Queensland social marketing and social change/non-profit state award at a ceremony at South Bank yesterday.
“Are you driving blind? presented solutions to motorists to break the deadly habit of using their mobile phones illegally while driving,” Mr Bailey said.
“This included turning off phone notifications, downloading the Road Mode app, or switching their phone to flight mode before starting a journey.
“If you are using a mobile phone while driving, you are driving blind – those few seconds can make a critical difference to the odds of being in a serious crash.
“In the two seconds a driver’s eyes are off the road attending to a phone, a vehicle moving at 60km/h travels 33 metres – and at 100km/h it travels 55 metres. These distances can mean the difference between life and death.”
Mr Bailey said Mates Motel, another Palaszczuk Government road safety campaign, was also named the winner of the national AMI social marketing and social change/non-profit marketing category at AMI Awards for Marketing Excellence held in Sydney last month.
“The ‘Mates Motel’ campaign, part of the Join the Drive to Save Lives road safety campaign presented such a simple and fun solution to keep people safe on our roads,” Mr Bailey said.
“It encouraged people to stay at a mate’s place rather than drive home if they had been drinking.
“As an approach to drink driving, the concept was different to anything the government had done before. Instead of lecturing about drink driving, it offered a solution rather than telling people what not to do.
“Many also took part by creating their own personalised Mates Motel signs on social media and sharing it with friends.”
Mr Bailey congratulated BCM Creative Agency which worked tirelessly with Transport and Main Roads to bring the campaign to life.
“These awards are highly coveted as they recognise excellence in marketing,” Mr Bailey said. “The award was given to the campaign because of its clear application of social marketing principles, creativity, originality of approach, and strong results.”
Join the Drive to save lives has also received International acknowledgement, with its ‘Dry Driver campaign winning the Gold Campaign award at the International Safety Media Awards (ISMA) held in Finland in September 2016.
“Road safety is everyone’s responsibility. If we all make the effort, it will have a positive impact for us all,” Mr Bailey said.
For more information visit: www.jointhedrive.qld.gov.au.
Are you driving blind?