The Queensland road safety message is set to come from real people.
The Queensland road safety message is set to come from real people.

We're over the shock: Road safety ads now about people

EVERYDAY Queenslanders will be tasked with helping reduce the state's horror road toll through a new and innovative approach to road safety.

Images of blood and broken bones will be replaced with the stories of real people in a $2.2 million State Government campaign designed to target motorists during the festive season.

Transport and Main Roads Minister Scott Emerson said in Brisbane on Thursday the Join the Drive campaign would shelve the tradition of gory advertisements designed to shock drivers.

"It will be very different from campaigns in the past," he said.

"Drivers are becoming desensitised, with almost half of those surveyed unable to recall safety messages in shock-type advertising.

"Our research shows that governments need to better engage road users, particularly younger drivers, and take a fresh, modern approach to our frontline campaigns."

The new campaign will see three production crews travelling around the state from next week asking Queenslanders for their stories and experiences when it comes to staying safe on our roads.

Mr Emerson said the feedback gathered during the filming would be included in the Christmas road safety campaign to be released from mid-December.

"Queenslanders will become the stars of the campaign, letting their fellow Queenslanders know what they do to make their drive safer," he said.

"This gives us a chance to engage with Queenslanders, but more importantly allows Queenslanders to play a role in road safety.

"Queenslanders want to play a role in making our roads safer and the community wants safer roads."

Mr Emerson said the campaign would be heavily promoted on social media in a bid to target younger drivers across the following platforms:

Website: www.qld.gov.au/jointhedrive

Facebook: www.facebook.com/JoinTheDrive

Twitter: www.twitter.com/JoinTheDrive

You Tube: www.youtube.com/JoinTheDrive


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