Project Description
Macropods—including kangaroos and wallabies—are iconic species across the Sunshine Coast, yet they face increasing threats from urbanisation and road traffic. In response, Sunshine Coast Council developed new temporary wildlife road signs that aimed to reduce macropod injuries and fatalities caused by vehicle collisions. This project evaluated the effectiveness of those signs in changing driver behaviour and raising community awareness.
Social Marketing @ Griffith conducted a multi-method evaluation combining speed data and community survey insights. Temporary signs were installed at 22 high-risk locations across urban, peri-urban, and rural zones. Speed tubes captured pre- and post-installation vehicle speeds, while a community survey assessed sign recall and self-reported behaviour change.
The evaluation highlighted the importance of simple, empathetic messaging and strategic sign placement. It also identified opportunities for future interventions, including reflective materials, consistent branding across platforms, and community-led hotspot reporting.
Project Personnel and Beneficiaries
The project involved collaboration between Sunshine Coast Council, traffic data specialists Austraffic, and the research team at Social Marketing @ Griffith. It benefited local residents, drivers, and wildlife populations across the Sunshine Coast region. The project also contributes to broader academic and policy knowledge on wildlife-safe infrastructure and behaviour change interventions.
Outcomes to Date
The evaluation results showed strong community engagement: 59.1% of respondents recalled seeing the signs, with high retention of key messages such as “We live here too.” Among those who saw the signs, 76.7% reported taking action—most commonly slowing down or increasing alertness. Speed data revealed modest reductions in peri-urban areas, though urban and rural effects were mixed due to traffic volume and environmental factors.
These outcomes demonstrate the effectiveness of simple, well-designed signage in promoting wildlife-safe driving behaviour. The findings have informed recommendations for future interventions, including reflective materials, consistent branding, and expanded community engagement.
The project provides a scalable model for other regions seeking to reduce wildlife-vehicle collisions and supports evidence-based policymaking in biodiversity conservation and road safety.
Project Significance
The Macropod Sign Evaluation project contributes to sustainable development by addressing the intersection of biodiversity conservation, road safety, and community engagement. It supports SDG 15 (Life on Land) by protecting native wildlife from road-related harm, and SDG 11 (Sustainable Cities and Communities) by promoting safer, more wildlife-conscious driving behaviour. It also aligns with SDG 3 (Good Health and Well-being) through its focus on reducing vehicle collisions and associated trauma.
By combining behavioural science with practical signage interventions, the project demonstrates how local governments can implement low-cost, high-impact strategies to reduce wildlife mortality. The evaluation also provides evidence for future policy and infrastructure improvements, including the potential use of reflective materials and variable message signs (VMS) to enhance visibility and driver response.
The project’s community survey revealed strong public support for wildlife-safe driving, with many respondents’ expressing willingness to contribute to hotspot identification and awareness efforts. This highlights the value of participatory approaches in conservation and road safety initiatives.