Queensland Transport Pram Warnings

Speeding continues to be one of the major killers on Queensland roads, contributing to 268 fatalities and 1983 hospitalizations in Queensland over the past five years (between 2000 and 2004). Speed-related crashes cost the community approximately $A180 million per year in hospital and health care costs, lost productivity in the workplace and the use of emergency services. Queensland Transport’s anti-speeding public education campaign includes a range of billboards and television commercials. The campaign is designed to position speeding as socially unacceptable behaviour.

Car Pram Accident about to occur

“Pram” (rated M) features a man driving his son to refill a gas bottle for the barbecue. The man and his son are running late so he ups his speed and passes another vehicle. A woman sets out on the footpath with her baby in a pram. The man passes a 70 km sign but increases his speed to 80 km/h. All of a sudden he’s in slow traffic. He loses control and veers off the road, hitting the pram-pushing woman. He rushes over to pick up a distraught baby and sees her mother lying lifeless. “No accident”. The boy in the car calls out to his dad, clearly distressed. “Every k over is a killer”.

Queensland Transport are currently featuring the ‘Pram’ spot on their advertising campaign on speed page, with still photographs, a 39 mb avi copy. A 14.3 mb AVI version of the ad provides two scenarios: one in which the driver keeps his speed down and manages to stop in time, the other in which his car leaves the road with fatal consequences.


The ad was made for Queensland Transport by BCM Partnership Queensland, creative director Greville Patterson, writer Jeff Smith, art director John Summerville, production company The Roly Roly Picture Company, director Dick Marks, post production Cutting Edge.

Also included on the Queensland Transport road safety campaign page on speeding:

Blood on the streets (724 kb .mov)
Slow Motion (4 mb .mov)
Excuses (4 mb .mov)
Negatives (1.2 mb .mov)
Stopping Distances (537 kb)
Catherine (1.3 mb)

  • fartsey

    this is a great research site

  • Cam

    Can some one please tell me what the song is called for this add. I have been looking for it for ages and have not found it yet so please if you no can u email me at poison_the_mainline_cam@hotmail.com


  • rob nielsen

    Hi, I am a professional truck driver of some 35 years. I can tell you that these adds are indeed what we need, but further more, more graffic.

    More education is needed in schools to make up and coming drivers realise that they are responsible for their own actions while driving. I have fitted a video capture unit to my truck, and have some amazing footage of what not to do in front of a 64 tonne “B” double. While young drivers have the stigma of “IT WONT HAPPEN TO ME” attitude they will still think, I drive well on the play station why not the real thing.

    I don’t pretend to know the answers, but I see what happens on our highways daily, sometimes I wish I could find another job. It amazes me that some people could find these adds to upsetting, but they won’t complain about car advertisers showing fast and dangerous driving habits to sell cars. I have been to too many funerals in my life involving road deaths, I am just one person trying to do something, and if I can save one life its all worth while.

    Thank you. Please contact me if you wish, I have many other issues I would like to discuss. rob nielsen

  • bayrak

    yer every over is a killer

  • deadthevideo

    Whilst I do like these ads, I feel that by cutting out before the point of impact causes the ad to lose some of its power. I don’t really like it when road safety ads do it this way. These ads have to change the way people think, and they have to do this by being as brutally honest as possible.