Following a 4.9 per cent increase in fatal crashes on Australian rural roads last year1, the Australian Road Safety Foundation (ARSF) has released research to help drive down the heightened risk in regional areas.

Conducted as part of the launch of this year’s Rural Road Safety Month (September), the new ARSF data2 has shown that an alarming trifecta of individual attitudes towards risk, consequence and overall lack of rural road safety resilience may be fuelling fatal and serious incidents.

Despite being less populated areas, almost two thirds (64%) of fatalities recorded last year (811 deaths) occurred on regional roads, reaffirming the ARSF’s stance that rural road safety is a cause for national concern, no matter where drivers may call home.

According to the latest ARSF research, more than 9 in 10 Australian drivers (93%) have used the regional, rural and remote road network within the past 12 months and a similar number (88%) plan to over the coming year.

Alarmingly, the ARSF’s research confirmed that half of Australians (50%) admit to unsafe driving practices on rural roads. Nearly half (47%) admitted to speeding on country roads, 20 per cent acknowledged driving despite feeling fatigued, and 14 per cent are guilty of using a mobile phone behind the wheel.

Notably, metropolitan drivers are more likely to disregard rural road safety, with more than a third (34%) admitting that they are less vigilant about road safety in regional areas (compared to 24% of local rural drivers).

The primary reason Australian drivers are breaking laws on regional roads is that they believe it’s safe (41%) but distraction (18%) and not getting caught (11%) are also key factors.

The ARSF research has also shed light on a lack of preparedness for regional road risks with a startling 85 per cent of drivers failing to check safety guidance before road trips. Additionally, many neglect essential preparations, with 63 per cent not carrying emergency supplies, 51 per cent failing to plan rest stops, and 46 per cent not checking the weather or planning routes.

Founder and Chair of ARSF, Russell White, said these disheartening statistics around dangerous driver attitudes, behaviour and lack of road safety resilience underscore the critical need for enhanced safety measures as we enter Rural Road Safety Month.

“We are urging all Australians to prioritise safety, especially during Rural Road Safety Month. By choosing to put safety first and undertaking simple actions, such as planning routes, taking rest breaks, and avoiding distractions, we can prevent death or serious injury on the road,” White said.

“That said, our research also unveiled encouraging news for our mission to enhance road safety in regional areas by confirming the positive impact campaigns such as Rural Road Safety Month have on behaviour and attitudes,” he said.

Almost half (47%) of Australians recognise their role as individual road users and also believe that road safety messaging and campaigns can change road safety outcomes. In fact, when it comes to improving their own individual behaviour, 8 in 10 Aussies (82%) say road safety messaging makes them a better road user.

Road users looking to help sow the seeds of change are encouraged to share their personal commitment by visiting Rural Road Safety Month.

1 Australian Government, Department of Infrastructure, Transport, Regional Development, Communications and the Arts Road Deaths, Annual Road Deaths Database, Accessed June 2024

2 Research conducted by Pure Profile on behalf of Australian Road Safety Foundation between 5-12 July 2024 with a sample size of n=1504 adults aged 18+years with a current drivers licence

Rural Road Safety Month 2024 – National Fact Sheet

An analysis of last year’s road toll1 has reconfirmed the fact that rural road safety is a cause for national concern:

  • Across the 2023 calendar year, there were 1,269 fatalities recorded, almost two-thirds of these (64%) occurred in regional, rural and remote areas
  • Of the 811 deaths recorded in regional, rural and remote areas last year:
    • 441 were drivers (54%)
    • 155 were passengers (19%)
    • 131 were motorcyclists (16%)
    • 67 were pedestrians (8%)
    • 11 were cyclists (1%)
    • An additional 6 fatalities were undetermined (1%)

New research from the Australian Road Safety Foundation2 (ARSF) has further reiterated the fact that regional, rural and remote road safety is a concern for all Australian road users, not just locals:

  • Only 7 per cent of Australians don’t drive on regional roads
  • More than half (54%) have driven on regional roads at least monthly over the past year and close to 4 in 10 (37%) drive on regional roads at least weekly
  • Almost 9 in 10 (88%) Australians will use a regional road in the next 12 months with half (50%) planning to do so at least monthly

Amidst a rising road toll, bad behaviour is driving increased risk on regional, rural and remote roads:

  • 3 in 10 Australians (30%) are less vigilant about safety on regional roads
  • However, it’s not the locals driving this trend. In fact, metro drivers are the most guilty of this (34% versus 24% respectively)
  • Half of Australians (50%) have broken a road rule in a regional area
  • The top three risks that drivers are committing in regional areas are:
  1. Speeding (47%)
  2. Driving fatigued (20%)
  3. Using a mobile phone (14%)

A misconception around risk and consequence are the key factors behind unsafe regional road usage:

  • Close to a third (32%) of Australians believe regional roads are safer than urban streets
  • The primary reason Australians are breaking laws on regional roads is that they believe it’s safe (41%) but distraction (18%) and not getting caught (11%) are also key factors
  • Metro drivers are more likely to take a risk due to a lack of concern about getting caught (13% v 9%)
  • However, distraction is a bigger issue for regional drivers (22% v 15%)

As the heartland for road trips (journeys lasting 2+ hours or more), a lack of road safety resilience appears to also be fuelling risk in regional areas:

  • When it comes to preparation for road trips, the vast majority of Australian drivers (85%) aren’t reviewing safety tips or guidelines before setting out
  • An alarming number of Australians are also failing to prepare for road trips with the recommended resilience checks and balances. Specifically:
    • 63% don’t bring any emergency supplies (first aid kit or water etc)
    • 51% don’t plan any possible rest stops to combat fatigue
    • 46% of Aussies don’t check the weather forecast
    • 46% don’t plan their route or possible alternatives
    • 37% don’t do a pre-journey vehicle check
    • 28% aren’t ensuring they have enough fuel or planning refuel stops

However, a continued focus on road safety campaigning can help put the brakes on dangerous behaviour and attitudes:

  • Almost half (47%) of Australians believe improvements in individual behaviour will have the greatest impact on regional road safety
  • Similarly, almost half (47%) of Australians also believe that road safety messaging and campaigns can change road safety outcomes
  • When it comes to improving their own individual behaviour, almost 9 in 10 Australians  (89%) say road safety messaging makes them a better road user
  • According to Australian drivers, the most impactful ways road safety messaging is delivered occur:
    • After seeing or hearing about road incidents in the news (72%)
    • After seeing road safety campaigns or community events (47%)
    • When passing road safety signs while they are using the road (49%)
  • After seeing or hearing road safety messaging, Australian drivers improve their attitude or behaviour in the following top five ways:
    • Greater understanding of their responsibility to follow road rules (52%)
    • Greater awareness of their own behaviour and choices that are causing risks (51%)
    • Make an actual change in their behaviour when using the road (40%)
    • Improve their focus on road safety resilience (30%)
    • Are motivated to support safety initiatives (29%)

1 Australian Government, Department of Infrastructure, Transport, Regional Development, Communications and the Arts Road Deaths, Annual Road Deaths Database, Accessed June 2024

2 Research conducted by Pure Profile on behalf of Australian Road Safety Foundation between 5-12 July 2024 with a sample size of n=1504 adults aged 18+years with a current drivers licence