To confront dangerous behaviours and encourage road users to step up, the Australian Road Safety Foundation (ARSF) has released new data1 exposing the attitudes driving the rural road trauma crisis.
Commissioned as part of Rural Road Safety Month (September), the research reveals the harrowing human factor behind the statistics, showing that widespread complacency and misplaced confidence are continuing to cost lives on country roads.
According to the data, more than 1 in 4 Queensland drivers (26%) admit to relaxing their safety standards when outside city limits. This alarming trend is likely linked to the belief – held by nearly 3 in 10 Queenslanders (27%) – that rural roads are safer than urban streets.
The consequences of this mindset are playing out on the roads, with 39% of Queenslanders confessing to breaking a road rule while driving in a regional area. Worryingly, almost a fifth (19%) of those who broke a rule said they did so because they believed it was safe.
Speeding (61%) was the most common offence committed on regional roads, followed by driving while fatigued (23%) and using a mobile phone (16%).
Holiday mode is proving particularly hazardous, with a lack of road safety resilience compounding risk on regional roads. Despite our statewide love of the open road, Queenslanders are failing to plan ahead for long drives (2+ hours or more), leaving themselves dangerously unprepared and turning common road trips into avoidable tragedies. In fact, more than 9 in 10 (94%) of drivers don’t review any road safety tips or guidelines, and almost 9 in 10 (89%) don’t consider fatigue or schedule rest breaks. Shockingly, 39% don’t even check if their car is roadworthy, and 34% forget to confirm they have enough fuel.
Founder and Chair of the ARSF, Russell White, said the findings stress the urgent need for ongoing education and awareness that targets driver attitudes directly.
“These statistics aren’t just numbers – they represent choices. Every time someone picks up their phone, speeds, or skips a rest break, they’re making a decision that could cost a life,” Mr White said.
“With 9 in 10 Queenslanders (90%) using regional roads – and over half (56%) doing so at least monthly – the message is clear: rural road safety isn’t just a regional issue, it’s a statewide responsibility.”
Despite being less densely populated, regional, rural, and remote areas accounted for 202 of the 302 road deaths recorded in 2024, which represents more than two in every three fatalities (67%).2
“The good news is that our research also showed the potential for real change – change that could prevent mothers, fathers, partners, friends, and children from losing a loved one,” he said.
The report found that more than 8 in 10 drivers (85%) say road safety messaging makes them a more responsible road user. Signs, news coverage, and real-life trauma stories were identified as the most powerful motivators for change.
The most impactful messages are those that put human life front and centre. While 53% of Queensland drivers admit they don’t often think about the lives of others when on the road, more than half (51%) say knowing someone’s child is in the car ahead would prompt them to drive more cautiously – and we are all someone’s child.
“The data shows that education works. People respond to reminders, stories, and signs – so our goal for Rural Road Safety Month is to ensure those messages are seen, heard, and felt in the moments that matter,” Mr White added.
As one of Australia’s largest motor insurers, Suncorp is continuing its commitment to keeping Australian drivers safe on the roads by once again partnering with the ARSF for Rural Road Safety Month this September.
“Suncorp is proud to support the Australian Road Safety Foundation and Rural Road Safety Month once again in 2025,” Chief Executive Consumer Insurance for Suncorp, Lisa Harrison said.
“Every day, we see the devastating effects road accidents have on people’s lives – and we want to be part of the solution, and that means raising awareness and educating Australians on safer driving behaviours.
“It doesn’t matter if you live in a rural, regional or remote community, or if you’re just driving through, this Rural Road Safety Month, we’re calling on all drivers to step up and make a commitment to drive safer,” she said.
Road users are encouraged to host, share, or participate in a “Step Up for Road Safety” event during the month of September. From road safety-themed workouts and office morning teas to school displays or simple safety shares with friends and family – any action that encourages people to step up could help save a life.
For more information and inspiration, visit the Rural Road Safety Month campaign hub, or join the social conversation via ARSF’s Instagram (@ausroadsafety) and Facebook (@fatalityfreefriday) channels.
Media Contacts:
Frances Milvydas | frances@inthemaking.com.au | 0431 296 499
Annabelle McIntyre | annabelle@inthemaking.com.au | 0403 431 899
[1] Research conducted by Pure Profile on behalf of Australian Road Safety Foundation between 26 June – 3 July 2025 with a sample size of n=1516 adults aged 18+years with a current drivers licence
[2] Australian Government, Department of Infrastructure, Transport, Regional Development, Communications and the Arts Road Deaths, Annual Road Deaths Database, Accessed June 2025
