2010/11 Queensland Rail Limited Annual Report

What Would You Miss?
This year, Queensland Rail continued its commitment to targeting level
crossing safety through the new ‘What Would You Miss?’ campaign.
At the launch event in Brisbane’s King
George Square in October 2010, more
than 500 Queensland Rail employees
were joined by their families, members
of the emergency services, union
representatives, transport organisations
and the Queensland Transport Minister to
protest against the dangerous behaviour
that led to 702 near miss incidents at
level crossings in 2009.
The event captured positive media
attention throughout Queensland,
spreading the message of motorists and
pedestrians taking responsibility for their
own actions, and asking them to consider
the consequences of taking serious risks.
Following the Brisbane launch,
Queensland Rail continued its vocal
opposition to dangerous behaviour
through various events and media
opportunities, including regional
launches in Townsville and Toowoomba
to ensure the safety message was
promoted outside metropolitan areas.
The campaign reached its peak in March
2011, promoting the issue into the
national agenda through the release
of Queensland Rail footage capturing
moments of dangerous behaviour at
level crossings.
The campaign was integrated across
Queensland Rail, bringing together all
areas of the business to promote level
crossing safety. This was demonstrated
in April 2011, when more than 120 of
our leaders spoke to customers about
level crossing safety at the 17 stations
identified as having the highest number
of incidents.
The campaign received substantial media
coverage since its launch and succeeded
in changing motorist behaviour at level
crossings. In 2010/11 there has been
a 21% reduction in near misses at level
crossings compared to last year and a
25% reduction in vehicle near misses.
Queensland Rail Limited 2010/11 Annual Report 23