The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have partnered with the Fiji Rugby Union (FRU) in a pioneering four-year initiative aimed at improving road safety and reducing the number of accidents and fatalities in Fiji.
LTA’s Chief Executive Officer, Irimaia Rokosawa, expressed that this collaboration seeks to enhance compliance with road safety regulations among the Fijian public by leveraging the extensive influence of rugby players. According to Mr. Rokosawa, rugby holds a significant role in shaping societal attitudes within Fiji, and players are seen as credible advocates for promoting responsible road use.
The joint initiative aims to utilize the power of sports to instill a culture of awareness and responsibility regarding road safety in various communities. Rokosawa pointed out the urgent need to address the growing issue of traffic regulation violations, while also noting a hopeful decrease in road fatalities this year compared to last year—standing at 56 compared to 74 for the same period in 2022. He emphasized that every life lost on the road is one too many and that the partnership aims to deliver impactful road safety messages capable of fostering long-lasting behavioral change.
The agreement includes promotional campaigns featuring beloved rugby players as road safety ambassadors, leveraging various media platforms—social media, television, radio, and live rugby events—to communicate essential safety themes, including speed control, seatbelt usage, and the dangers of driving under the influence, particularly during the festive months.
Additionally, the partnership will implement a rigorous ambassador program involving rugby players in public outreach initiatives, school visits, and community events designed to promote road safety messages. Their influence at FRU-hosted matches is expected to engage thousands of fans, while digital campaigns will reach an even broader audience.
Maritino Nemani, the Executive Chairman of ACCF, highlighted the importance of collaboration, stating that road safety is a priority for all involved organizations. He expressed hope that the partnership will not only reduce accidents but also foster a culture of accountability and care among road users.
Avnil Pratap, General Manager for Commercial, Broadcast & Marketing at FRU, emphasized the importance of role models in communities, stating that the voices of rugby players can inspire positive behavior and encourage road safety awareness.
This partnership aligns with LTA’s broader strategy to collaborate with organizations committed to promoting safer roads. As Fiji confronts the challenges of reckless driving and pedestrian negligence, these collective efforts signify a hopeful step toward a future with fewer traffic-related incidents.
In summary, the collaboration between LTA, ACCF, and FRU presents a promising approach to road safety that utilizes the powerful platform of rugby to influence behavior and raise awareness. The engagement of respected athletes can inspire the community to prioritize safety, ultimately leading to a decline in road accidents and fatalities.
This partnership not only showcases a commitment to public welfare but also sets an encouraging precedent for similar initiatives in the future, demonstrating that teamwork can lead to significant societal improvements.
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