Centre for Road Safety

Where's your head at?

Taking risks and not being mindful on the roads can end in tragedy. It’s important to have your head in the moment, and make safe decisions. Look Out Before You Step Out was launched in October 2016 and aims to improve pedestrian safety, particularly on higher risk urban roads.

The campaign targets metropolitan areas with higher pedestrian volumes, including Sydney, Newcastle and Wollongong.

Audience

All road users are pedestrians at some time or other. Our research shows there is an even spread of fatalities and serious injuries across all ages, 17-60+ years, although males make up the majority of pedestrian fatalities and serious injuries on NSW roads.

Main messages

  • Before you cross the road: Look out before you step out
  • When crossing the road: Where's your head at?

Delivery

The Look Out Before You Step Out campaign includes outdoor, radio, print and digital advertising, as well as social media channels, targeting the main hotspots across Sydney, Newcastle and Wollongong. The Look Out Before You Step Out message is also marked on the ground at major locations.