Industry Road Safety Alliance South West says too many people continue to be killed or seriously injured on the region’s roads, despite significant road improvements and ongoing awareness campaigns.
The rising road toll has prompted the alliance to launch a new project in a bid to help curb the trend by reminding drivers of the reasons they should make every journey a safe one.
The alliance has produced 10,000 key rings that will connect the action of turning the key in the ignition with the driver’s loved ones.
Drivers can put a photograph of their family and friends into the framed key rings.
Chairman Micheal Hay said the key rings were a tangible object that helped connect the importance of family with driving safely.
“It’s the little impulsive actions such as poor merging or glancing momentarily at your phone that can lead to big tragedies on our roads,” Mr Hay said.
“If we think about our loved ones every time we turn the key, it gets really easy to make those decisions to slow down, wear our seatbelt or find another way home if we have been drinking or are fatigued.”
The campaign is one of many launched ahead of the Christmas and New Year period with calls for road users to make it home safely.
It comes as the State’s road toll climbed to 151 this week.
A startling 27 people have died on South West roads this year – the highest in regional WA.
Alliance project manager Sarah Stanley said she hoped the key rings would spur conversations with family and friends.
“We often put our keys down in front of others on a bar table or kitchen bench while we are having a conversation,” Mrs Stanley said.
“So we’re hoping that putting the photos of people’s families on display alongside the road safety message will help spread that message throughout the community.”
The key rings will be distributed through alliance members and into the community for a limited time.