Transcript - ABC Radio National

TAMARA WEARNE [HOST]: Australia's road toll is rising. The latest figures show more than 1,300 people have died in road accidents in the last twelve months. With the summer and Christmas holidays just around the corner, the Federal Government is today launching a national road safety campaign. The television and radio advert feature people who rush, text or forget their usual manners while in traffic. The TV ad also shows a man tailgating another while walking down the street. A couple getting frustrated after getting stuck behind a toddler learning how to walk and a man distracted by his phone while pushing a shopping trolley with his baby in the front. And it ends like this. 

ADVERT VOICEOVER: If you wouldn't do it here, why do it in a car? Safer driving starts with you.

WEARNE: Now, the caption comes up on the screen at the end there. Don't let a car change who you are in bold capital letters. Now, Anthony Chisholm is the Assistant Minister for Regional Development and he joins us now. Good morning, Anthony. 

ANTHONY CHISHOLM [ASSISTANT MINISTER]: Good morning, Tamara. Good to be with you. WEARNE: Now, the national road toll, as we said, stands at more than 1,300. That's how many people have died on the roads in the past 12 months. Now, that's 6 per cent higher than the same period last. Why do you think we're seeing so many more fatalities?

CHISHOLM: It is an increase Tamara and it's something that's been happening for a number of years now, and that's why we think it's important that the Federal Government acts. This needs to be multifaceted. We've obviously increased funding when it comes to infrastructure, so helping councils and the states improve dangerous intersections or sections of road. But the other part to this involves improving outcomes with the Australian people and that's what this advertising campaign is about. It's about trying to influence drivers and ensure that they change their behaviour when they're behind the wheel. And I think, as you read out earlier, it is impactful and that's what we want it to be, particularly at this time of year when we do see an increase in accidents. 

WEARNE: Now you're a Senator for Queensland. Police in Queensland have warned that the state is heading for its deadliest year on the roads in more than a decade. I think it's nearly 15 years, with nearly 300 lives that have been lost to date. Why do you think your state seeing such a dramatic rise? 

CHISHOLM: We're obviously a big state and a lot of people do have to travel long distances for work or to catch up with family, or indeed holidaying at this time of year. So, we know that it's always been a challenge and that's why we want to work constructively with the State Government and councils across Queensland to improve road safety. That's why we're spending money on infrastructure and finding where those spots are that need to be fixed up. But it also goes to why this advertising campaign is so important. We've been constructive with states, because they often run their own campaign at this time of year. So, this is something that we think works in conjunction with them and it's about that shared responsibility, but that also applies to drivers as well and they need to accept their responsibility to improve their behaviour behind the wheel. And that's what this advertising campaign is all about. 

WEARNE: Now, the road statistics are unfortunately, you know, usually a lot of younger drivers or new drivers are the ones who get into accidents and lose their lives. But the people featured in this latest ad, they seem to be Millennials, Gen X and there's a Boomer couple. Do we see different risks being taken by drivers at different ages? And is that why these age groups have been targeted here? 

CHISHOLM: There is some evidence that it is the 18 to 60-year-old males who are most at risk when it comes to fatalities on the road or indeed accidents. But there's people across all sections of the community that occasionally do the wrong thing. So, we wanted to ensure that the advertising campaign reaches as many people as possible, but hopefully influences as many people as possible to change that behaviour behind the wheel. 

WEARNE: Now, your government says, when we're talking about reach, that the research conducted for this ad campaign has found that drivers who think they're safe often opt out of road safety messaging. Is a televised ad campaign like this likely to reach those drivers? 

CHISHOLM: Well, it's multifaceted, so there is obviously television campaign, there's outdoor, there's radio and also the digital campaign. So, we're confident that we've got that channelled approach that can reach everyone. Obviously if it's something that becomes a topic for conversation, it is something that you should raise with people as well. So, I know that I've got my own daughter who's just got her learners, so I've been out doing lessons with her and it is something that we need to talk to our young people about to ensure that they don't think that they're infallible when it comes to mistakes on their own.

WEARNE: We spoke to Bernard Carlon earlier, who is from the NSW Road and Maritime Safety Unit at UNSW, and he was saying that we are seeing an increase in people over the age of 60 represented in Crash justice statistics. Do you think that there's a gap there in messaging for older Australians when it comes to road safety? 

CHISHOLM: We're confident that the ad campaign is impactful and that it will reach people across the different age demographics in the country. It'll also have an element that appeals to those people who are new to Australia as well and might be driving on Australian roads that are relatively inexperienced. So, again, we understand that the increase in the road toll is something that is impacting on all generations and we are confident that this campaign will be targeted and will ensure that it's impactful on those people as well. 

WEARNE: Do we know how much this campaign has cost? Do you have those figures? 

CHISHOLM: It's just over $10 million. That will be the Federal Government contribution to this. We also know that states and territories often run their own campaign at this time of year as well, when we do see more people out on the road over holiday season. 

WEARNE: Now, your government is also pledging increased funding for road improvement projects. Where are these most needed and where is some of that new money going?

CHISHOLM: We've made recent announcements already in NSW and Western Australia, so we're always working constructively with councils and State Governments to ensure that we're identifying where this money can make the most impact. Councils are often the ones with their finger on the pulse about where there is a problem spot that needs to be fixed. So, we're always working constructively with them. We've increased the amount of money that can make a difference and we want to ensure that the money that is spent is going to have the most impact. 

WEARNE: What's your message for any of us who might be heading out on the road or maybe driving somewhere unfamiliar this holiday season? 

CHISHOLM: I think the ad really sums it up. So, don't let a car change who you are and safer driving starts with you. That would be my message to Australians. 

WEARNE: Anthony Chisholm, the Assistant Minister for Regional Development, thank you so much for your time. 

CHISHOLM: Thanks, Tamara. 

WEARNE: That's Anthony Chisholm, who's the Assistant Minister for Regional Development, talking about the new Federal Government advertising campaign to try and help drive down the nation's road toll this holiday season.