New campaign to keep drivers safe on rural roads

People driving under the influence, hoons and distracted drivers are the targets of a new road safety campaign launched by the state government earlier this week to reduce fatalities on WA’s roads.

The Priorities campaign comes shortly after a 44-year-old woman lost her life following a crash in Golden Bay in a year Road Safety Commissioner Kim Papalia called a “tragic year for drivers in regional areas”.

According to Mr Papalia, there has been a spike in rural road fatalities since January, with 106 people losing their lives on WA’s regional roads compared to 65 in the metro area.

More than half of all the fatalities between January 1 and September 30 were speed, alcohol or distraction related.

In the Peel-Mandurah area, at least 12 motorists have lost their lives since January in crashes in Stake Hill, Golden Bay, Jarrahdale, Barragup, Meadow Springs, Serpentine, Lake Clifton and Mandurah.

“Tragically, the spike in regional road deaths in WA reflects a national trend, and more needs to be done to stop fatalities on our country roads,” Mr Papalia said.

“Those West Australian drivers who do push the limits need to take responsibility for their actions and change their behaviour, because that is what will ultimately save lives.”

The campaign asks drivers to reconsider their priorities before driving over the speed limit, drink driving and getting distracted looking at their phone. 

It will be featured in radio and TV ads all across Western Australia but also in roadside billboards and bus backs.

Some of the billboard locations include Kwinana Freeway, Bunbury East, Kondinin, Williams, Carnarvon, Tenterden, Wubin, Narrogin, Esperance, Broome, Karratha and Cue among others.

Four Centurion Transport semi-trailers will also be taking part in the campaign as mobile billboards along routes on Great Northern Highway, Brand Highway, North West Coastal Highway and Great Eastern Highway, in an attempt to bring the message directly to regional drivers.

For more information go to the Road Safety Commission website