The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones.

The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving road safety messages to drivers as within five kilometres of school zones.

Queensland’s leading local musicians including The Jungle Giants, Caitlyn Shadbolt and Shag Rock have donated their songs to help bring the message to life.

ARSF research revealed that three quarters of Queensland drivers admitted to speeding and what is also concerning is that it is happening at an alarming frequency.

In fact, one in three drivers (29 per cent) admit to speeding on at least a weekly basis, whilst a further 42% of drivers admit to speeding at least once every few months.

Leading Brisbane creative agency Brother & Co developed the idea and worked in tandem with Spotify to make it a reality.

Andrew Thompson, Creative Director of Brother & Co said:  “Every school day, our children are in danger.  Despite higher visibility in signage and crossings, many drivers still speed through school zones, often ignoring the 40km speed limits in place.  In fact, recent data released by AAMI reveals almost half of Queensland drivers (49 per cent) admit to speeding due to not noticing signs indicating a change in the speed limit.

“We know that the best behaviour change campaigns take place at the very moment we can change behaviour. So 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.”

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.

“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 so we’re tackling the casual attitude towards speed in school zones to prevent the fatal or serious injury of our children,” White said.

“This new innovative campaign comes as a timely reminder to all drivers as our most vulnerable head back to school.”

“Sadly, we know that one in two Australians have been affected by road trauma, having either lost a loved one or have known someone who has suffered permanent injury from a road crash,” he said.

AAMI’s EGM 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.

“Our research suggests that drivers aren’t always paying attention to road rules when around schools, putting young lives at risk.” 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.”

ARSF urges all drivers to #ChooseRoadSafety, slow down and take extra caution in and around school zones.