News Corp Australia and NRMA Insurance have joined forces to launch a major advocacy campaign, 'Help Our Highway', calling for urgent action to address issues plaguing the Bruce Highway in Queensland.

The Bruce Highway, a critical transportation corridor stretching over 1,670 kms from Brisbane to Cairns, has been riddled with safety concerns, congestion, flooding, and funding issues, claiming hundreds of lives over the years.

The 'Help Our Highway' campaign is a three-phase print and digital editorial initiative that begins today and will continue until December. The campaign will involve discussions with State and Federal MPs, consultations with lobby groups and local communities, as well as research and surveys to identify the major issues, rally support, and propose innovative solutions.

"Today we start with an unmissable, state-wide declaration of intent endorsed by every editor in Queensland. On every newspaper front page and on every digital homepage today you will see an editorial blitz calling for urgent action. We'll be calling on the Queensland Government, the Premier and the Transport Minister to take action and we'll continue that pressure all the way to the Queensland election and beyond," said The Courier-Mail Editor Chris Jones.

NRMA Insurance's claims data shows a 48% increase in the number of incidents on the Bruce Highway between 2019 and 2023.

"NRMA Insurance has a long history of helping Australians protect what matters and that includes staying safe on and off the road. We’re not only there to help when things go wrong, we play an active role in helping prevent incidents from occurring in the first place. More needs to be done to ensure the safety of Queenslanders when driving on this important stretch of road. That’s why we have united with News Corp Australia to advocate for meaningful change," said NRMA Insurance Chief Customer and Marketing Officer Michelle Klein.

The campaign was developed by News Corp Australia’s client strategy and solutions division, Newsamp, in conjunction with Initiative media agency.

"Newsamp’s unique depth of community insight uncovered the one thing Queenslanders want help with most… their Highway. By bringing together NRMA Insurance’s heritage of help and expertise with the unrivalled cross-platform scale of News Corp Australia, we have a real opportunity to not just generate action but create true generational impact," said Initiative Media Chief Strategy and Product Officer Chris Colter.

The campaign will be supported by comprehensive coverage in all of News Corp Australia's Queensland mastheads including The Courier-Mail, The Sunday Mail, Gold Coast Bulletin, Sunshine Coast Daily, The Gympie Times, The Morning Bulletin, Daily Mercury, Townsville Bulletin, and Cairns Post.