No disaster scenarios. No shocks. No threats. BMF’s new national road safety campaign for the Australian Federal Government is a very human reminder instead – Don’t Let a Car Change Who You Are.
The campaign asks Australian to rethink their driving behaviour by mocking unsafe driving behaviours. A couple mowing down a toddler on foot is unthinkable. But tormenting a learner driver is done too often. Overtaking too close and causing an accident is unspeakable behaviour on foot. But common practice in a car. Riding someone’s bumper bar? Would you invade someone’s personal space as a pedestrian?
Recent monthly road death statistics show 1,295 people died on Australian roads in the 12 months to 31 October, up 5.2% from 1,231 in the previous period. Male drivers make up the majority of road crashes and fatalities in all age groups.
“We’re all committed to reducing road trauma by investing in safer infrastructure and prioritising the collaboration between governments, industry, and experts, as we work towards keeping Australians safe on our roads,” stated Anthony Chisholm, assistant minister for regional development.
The new campaign aims to further develop the message “Safer driving starts with you,” by highlighting the ridiculousness of unsafe driving behaviours – mirroring them and turning them into human interactions.
“Everyone has a role to play in making our roads safer,” added Tom Hoskins, group creative director at BMF.
The campaign assists the Government’s vision to achieve zero road deaths and serious injuries by 2050, by calling on all drivers to play their part in making Australia’s roads safer.
Catherine King, minister for infrastructure, transport, regional development and local government, commented, “We can each invest in our own safety by driving carefully, making the difference between getting to where we want to go safely or not getting there at all.”
Since 2022, the government has doubled its funding for the Roads to Recovery initiative, expanded its Black Spot program, and delivered over 1,800 projects as part of the $2.9 billion Road Safety Program.
