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.
“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)
School Transport Safety Ads:
Gameboy (2.8 mb mpg)
6 x 6 (2.7 mb mpg)
Wear it or wear the cost (3.8 mb mpg)
Share the Road (5 mb mpeg)