Music to the ears of Queensland parents
Suncorp Group's insurance brand AAMI has joined forces with the Australian Road Safety Foundation (ARSF) to promote Slow Down Songs; a quirky reminder to drivers – to slow down in school zones.
As Queensland kids head back to school, drivers are being reminded to take extra care in school zones. In an Australian first, The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s favourite musicians to help get the road safety message out.
Leading Brisbane creative agency Brother & Co developed the idea for Slow Down Songs and worked in tandem with Spotify to make it a reality. “We know that the best behaviour change campaigns take place at the very moment we can change behaviour,” said Andrew Thompson, Creative Director of Brother & Co.
“Rather than a traditional ad that is all too easy to ignore, this idea cuts through at exactly the right time to the right target. We’re hopeful it can save many young lives."
ARSF today launched the new Slow Down Songs campaign that will run from January 27 across Queensland, geo-targeting drivers within 5km of a school zone.
The campaign features songs that start with normal speed playback but then dramatically slow down allowing for a voice-over: “This slow down song is to remind you that you are now near a school zone and will need to slow down to 40km when you enter it.”
People don’t realise that speeding, even a few kilometres over the limit in a school zone can be the difference between life and death.ARSF founder and CEO Russell White
Local musicians including The Jungle Giants, Caitlyn Shadbolt and Shag Rock have donated their songs to help bring the message to life.
Despite higher visibility in signage and crossings, many drivers still speed through school zones, often ignoring the 40km speed limits in place. Recent data released by AAMI revealed almost half of Queensland drivers (49%) admitted to speeding due to not noticing signs indicating a change in the speed limit.
With road trauma being the number one killer of children aged 14 and under, ARSF CEO and Founder Russell White called on all drivers to be more aware and slow down in school zones.
75% of Queensland drivers admitted to speeding
29% admit to speeding on at least a weekly basis
42% admit to speeding at least once every few months
Research conducted by Pure Profile on behalf of the Australian Road Safety Foundation, April 2020.
“These statistics highlight a casual attitude towards risky driving behaviours,” Mr White said.
“This new innovative campaign comes as a timely reminder to all drivers as our most vulnerable head back to school. People don’t realise that speeding, even a few kilometres over the limit in a school zone can be the difference between life and death.”
AAMI’s Head of Motor Claims, Anna Cartwright said while the majority of motorists do the right thing and slow down, some drivers still admitted to doing the wrong thing around schools, which could have devastating consequences.
“As a leading motor insurer, AAMI has long advocated for greater road safety and is proud to be backing such an innovative campaign to help make people take notice," Ms Cartwright said.
“Speed limits, in particular school zone speed restrictions, have been introduced to protect the community, but they won’t work unless people obey them.”
“If people don’t adhere to these restrictions, the risk of incidents occurring increases enormously – and that’s something we don’t want to see.”