Warwick residents to feature in road safety ads

SOUTHERN Downs residents could 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 real 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 yesterday 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 a 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 will be included in the Christmas road safety campaign to be released from mid-December.

Visit http://www.qld.gov.au/jointhedrive.



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