View the TV commercial

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Rail Smart was launched on Saturday 29 July by the Honourable Paul Lucas, Minister for Transport and Main Roads. Mr Lucas outlined to the media the Rail Smart strategy and revealed a television commercial. (Click here to view the commercial)

The 30 second television commercial was first aired during the Australia vs New Zealand Bledisloe cup rugby match on channel 7. The commercial has two main themes:

• QR Rail Smart – a generic rail safety message.
• Specific safety messages, such as: 'be alert near level crossings'.

In addition QR will be delivering its Rail Smart message through:

• Television Community Service Announcements
• Supporting collateral
• Rail property media placements
• Development of a Rail Smart message in conjunction with the Queensland Police Service and the Queensland Police Citizens Youth Club.
• Incorporating Rail Smart activities in the QR Reds Talent ID Clinics throughout regional and metropolitan Queensland during the 2007 Super14 Season.
• Delivering Rail Smart messages through QR's community education unit (CEU) as part of its state-wide primary, secondary and tertiary student programs. (In 2005 160,659 students were addressed in 500 schools in Qld).

The Rail Smart initiative also supports the Australian Railway Association (ARA) and other rail operator's National Railway Level Crossing Strategy. The strategy links into the Australian Transport Council’s National Railway Level Crossing Safety Strategy's program to improve stakeholder education and awareness and contribute to its goal:

"to reduce the number, cost and trauma of crashes between trains and road users by the most cost-effective means"

QR through Rail Smart and other planned programs is meeting the ARA's timeline to implement its strategy in all state jurisdictions by April 2007.