Blooms for Blokes targets high male road toll
RACQ has launched a thought-provoking road safety campaign to raise awareness of the disproportionate number of men killed on the State’s roads.
With three times more males dying on Queensland roads than females*, RACQ’s Blooms for Blokes campaign urges people to reach out to the men in their lives and remind them why it’s important they stay safe on the road.
RACQ’s General Manager Advocacy Joshua Cooney said the campaign kicked off in Brisbane’s Queen Street Mall on 22 August as part of Queensland Road Safety Week.
“Blooms for Blokes centres on the idea that too often, the first time men receive flowers is at their funeral,” Mr Cooney said.
“We want to invite Queenslanders to gift the men in their lives a flower while they’re alive, tell them how much they’d be missed if they were gone, and motivate them to be safe on the road.
“In the past five years 995 males died on Queensland roads, compared to 317 females, so we need men to rethink their driving behaviour and stay safe for their loved ones.
“We believe there are a range of factors driving the statistics."
"Generally, men are more likely to engage in risky behaviour which significantly increases the chance of a serious crash.
"Men are also more likely to be behind the wheel of a heavy vehicle or riding a motorcycle and these are two groups that make up a significant proportion of the road toll.
“In the Queen Street Mall, one of our RACQ vintage patrols was filled with 995 flowers to represent the male road toll.
"People were urged to collect a flower, sign a Blooms for Blokes card and gift it to a man to remind them to stay safe behind the wheel.”
Last year, Queensland recorded its worst road toll in 13 years with 297 people killed. It was the highest of any state or territory in Australia.
The Blooms for Blokes campaign was rolled out across Queensland with flowers and cards available to collect from all RACQ stores during Queensland Road Safety Week, and billboards amplifying the message in Brisbane, the Gold Coast, Gladstone and Mackay.
A dedicated Blooms for Blokes landing page allows people to send a virtual card to their loved ones and spread the road safety message.
*Department of Transport and Main Roads data from 1 January 2018 – 31 December 2022.
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