At the National Heavy Vehicle Regulator (NHVR), we are incredibly proud to reflect on the successful wrap-up of our latest road safety campaign, “It’s Black and White: We All Need Space”.
This initiative was a key cornerstone of our efforts to educate motorists about heavy vehicle safety and aimed to alert drivers to the critical need for staying safe around Oversize and Overmass (OSOM) vehicles – some of which are dubbed “superloads”.
The campaign was born from growing concerns from industry and our NHVR Safety and Compliance Officers about driver behaviour near OSOM loads.
Our team have observed motorists failing to follow escort instructions, attempting unsafe overtakes, and even abusing officers.
With past tragic incidents involving OSOM vehicles and a projected increase in their movements due to major national infrastructure projects, investing in this educational space was imperative.
Collisions or near-misses with these enormous loads carry the potential for catastrophic consequences.
Our creative approach captured drivers’ attention by comparing “superloads” – from wind turbines to tunnel boring machines – to other “huge” things.
Imagine a load weighing as much as 583 giraffes (up to 700 tonnes), stretching 120 metres, or being as wide as 10 AFL players lined up, side-by-side.
Our core message was clear: just as you wouldn’t want to confront 500-plus giraffes, you don’t want to get on the wrong side of an OSOM vehicle.
Ensuring these critical safety messages reached as many people as possible was paramount.
Our partnership with the Collingwood Football Club was a highlight, chosen for the alignment of our campaign colours and the powerful visual of 10 AFL players representing a superload’s width.
This collaboration significantly amplified our reach, further educating drivers with important safety messages across Victoria and the country.
The campaign came to life through social media, online videos, digital advertising, and particularly our game-day activations at Collingwood home games.
From the bustling Pies Fan Hub to our popular photobooth and engaging guessing games, these activations provided invaluable opportunities for our Safety and Compliance Officers and broader team to engage directly with fans and industry members.
Attendees eagerly participated and walked away with vital information: slow down to 40km/h when passing vehicles with flashing magenta or yellow lights (a legal requirement in some states), move as far to the left as possible, be patient, and only pass when instructed by pilot or escort teams. The enthusiasm shown was incredibly encouraging.
This campaign underscores the NHVR’s renewed focus on targeted safety advice for both light and heavy vehicle drivers, and we are please to share it has now reached more than 8 million impressions on our social media channels.
By educating drivers on safe actions around heavy vehicles, we achieve better safety outcomes for everyone – the industry, the general public, and our dedicated Safety and Compliance Officers who escort these crucial movements.
The success of “It’s Black and White: We All Need Space” is a testament to the hard work of our dedicated teams, the support of industry in getting this campaign off the ground, and the public’s commitment to road safety.
As more superloads continue to move vital equipment across Australia, it remains up to all of us to slow down, follow instructions, and ensure everyone makes it home safely.
We are proud of the impact made and will continue our efforts to keep Australia’s roads safe for all.
- Michelle Tayler is the NHVR’s Executive Director Corporate Affairs.