News Corp Australia and NRMA Insurance have joined forces to launch a significant advocacy campaign titled Help Our Highway, aimed at addressing the urgent need for improvements to the Bruce Highway, one of Australia’s vital yet perilous roadways.
Stretching over 1,670 kilometers from Brisbane to Cairns in Queensland, the Bruce Highway serves as a crucial transportation artery for freight, local communities, and motorists alike. However, persistent safety hazards, traffic congestion, flooding, and funding deficiencies have long plagued the route, resulting in numerous fatalities.
The Help Our Highway initiative comprises a comprehensive three-phase approach, spanning from its launch today until December. This multifaceted effort includes engaging in dialogues with both state and federal Members of Parliament, consulting with advocacy groups and local residents, and conducting research and surveys to pinpoint key issues, garner support, and propose innovative solutions.
The campaign will receive extensive coverage across News Corp Australia’s Queensland publications, including The Courier-Mail, The Sunday Mail, Gold Coast Bulletin, Sunshine Coast Daily, The Gympie Times, The Morning Bulletin, Daily Mercury, Townsville Bulletin, and Cairns Post.
Chris Jones, Editor of The Courier-Mail, emphasized the significance of this advocacy campaign, stating, “Today marks the commencement of one of Queensland’s most substantial and pivotal advocacy efforts. Through a widespread display of editorial endorsement across our newspapers and digital platforms, we are unequivocally urging for immediate action. We call upon the Queensland Government, the Premier, and the Transport Minister to prioritize addressing these pressing concerns, and we will sustain this pressure through the upcoming Queensland election and beyond.”
Michelle Klein, Chief Customer and Marketing Officer at NRMA Insurance, underscored the imperative for change, citing a 48% surge in incidents along the Bruce Highway between 2019 and 2023 according to their claims data. “It is evident that more must be done to safeguard Queenslanders navigating this critical roadway. Our collaboration with News Corp Australia aims to advocate for substantive improvements. Throughout this campaign, we will leverage our insights and expertise to promote safer travel conditions on the Bruce,” Klein affirmed.
The Help Our Highway initiative stems from collaborative efforts between News Corp Australia’s client strategy and solutions division, Newsamp, and Initiative media agency. Chris Colter, Chief Strategy and Product Officer at Initiative Media, lauded the campaign’s potential for meaningful impact, stating, “Through Newsamp’s deep understanding of community needs and preferences, we identified a paramount concern among Queenslanders—the state of their Highway. By uniting NRMA Insurance’s longstanding commitment to assistance and expertise with the unparalleled cross-platform reach of News Corp Australia, we aim not only to catalyze action but to effect enduring change for generations to come.”
