Queensland government tells parents to protect P-platers in latest ad

The Queensland government’s Department of Transport and Main Roads is urging parents to keep their children safe even after they have gained their provisional driver’s licence.

The ad follows the life of a young girl and her family

Created by BCM, the latest ad tells the story of a family who watch over their daughter through all major milestones in her life such as leaving the hospital, learning to walk, going to school and riding a bike.

The ad ends with the daughter, now a teenager, obtaining her provisional driver’s licence. As she goes to get in the car and drive alone, her dad jumps in.

The ‘Protect your P-plater’ campaign aims to encourage parents to continue to get in the passenger seat and offer advice, to minimise risk of death and injury by provisional drivers.

As part of the campaign launch, a Join the Drive Facebook page is available, while interviews from ‘real’ Queensland parents about their experiences of teaching their children to drive are available on the Join the Drive website.

The campaign is part of the Queensland government’s ‘Join the Drive to Save Lives’ initiative, and will roll out across social media, digital, print and radio.


  • Agency: BCM
  • Client: Queensland Government Department of Transport and Main Roads
  • Client contact: Kerrie Tregenza, Senior Manager (Community Partnerships), Land Transport Safety Customer Services, Safety and Regulation

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