The Land Transport Authority (LTA) of Fiji has partnered with the Accident Compensation Commission Fiji (ACCF) and the Fiji Rugby Union (FRU) to launch an innovative four-year initiative aimed at promoting road safety and reducing traffic-related accidents and fatalities in the country.
LTA CEO Irimaia Rokosawa emphasized the importance of leveraging the popularity of rugby, a beloved sport in Fiji, to influence public attitudes towards road safety. He noted that rugby players are celebrated figures within the community, making them effective ambassadors for responsible road use.
The collaboration aims to tackle the alarming issue of traffic regulation violations among road users. As of December 2, Fiji recorded 56 road fatalities in contrast to 74 during the same period in the previous year. While this dip is promising, Mr. Rokosawa reiterated that every lost life is significant, underscoring the goal of this partnership to reinforce impactful road safety messages and foster long-lasting behavioral change.
Key initiatives in this partnership will involve creating targeted campaigns that feature prominent rugby players raising awareness about important road safety issues such as speed management, seat belt usage, and the dangers of drink-driving, especially during festive times. These campaigns will utilize various media channels, including social media, television, radio, and live rugby events, to reach a wide audience.
Moreover, ACCF’s Executive Chairman Maritino Nemani expressed his organization’s commitment to enhancing road safety culture while recognizing the real-life impacts of road accidents. This partnership not only seeks to reduce accidents but also aims to foster a greater sense of community responsibility regarding road safety.
The partnership aligns with LTA’s broader strategy to collaborate with corporate entities that share a vision for safer roads, highlighting the collective responsibility needed to navigate Fiji’s traffic challenges effectively.
This collaboration is a hopeful approach to addressing road safety issues and demonstrates a unified commitment to protecting lives through the powerful medium of sports. By harnessing the influence of rugby, the initiative aims to inspire positive changes in road usage behaviors across Fiji’s communities.
This partnership stands as a pivotal step in promoting a culture of safety and responsibility and has the potential to create lasting impacts on road safety behaviors among Fijians.
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