The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have collaborated with the Fiji Rugby Union (FRU) to launch an innovative four-year initiative focused on enhancing road safety in Fiji. The partnership seeks to minimize road accidents and fatalities by utilizing the national affection for rugby and its players as ambassadors for responsible driving practices.
According to LTA’s Chief Executive Officer, Irimaia Rokosawa, this partnership aims to promote adherence to traffic laws among all road users. He emphasized the unique position rugby players hold as respected figures in Fijian society, making them ideal advocates for road safety initiatives. During the agreement signing in Valelevu, Nasinu, he noted, “This partnership recognizes the significant influence of sports in instilling positive behavioral changes among the public.”
This initiative comes at a critical time, as Fiji has reported a decrease in road fatalities: 56 as of early December, a reduction from 74 in the same period last year. Despite this positive trend, Rokosawa pointed out that every life lost in road accidents is a tragedy, stressing the importance of the partnership in promoting impactful road safety campaigns and creating lasting change in behavior.
The collaboration will roll out various campaigns featuring renowned rugby players, who will serve as road safety ambassadors. These campaigns will utilize platforms such as social media, television, radio, and live rugby events to convey important messages about road safety, including safe driving speeds, seatbelt usage, and the dangers of alcohol consumption while driving, especially during the festive season.
ACCF Executive Chairman Maritino Nemani underscored the shared mission of all involved organizations, noting the severe effects of road crashes and the desire to build a culture of responsibility. He remarked on the potential of using rugby’s popularity to convey meaningful messages about road safety.
Fiji Rugby Union’s General Manager, Avnil Pratap, expressed the organization’s commitment to this cause, highlighting the role of rugby players as moral leaders within their communities. The collaboration aligns with LTA’s broader strategy of partnering with organizations that aim for safer roads, particularly as Fiji continues to face challenges related to reckless driving and pedestrian safety.
This partnership not only has the potential to save lives but also fosters a collective responsibility for road safety, reinforcing the idea that improving road conditions is a shared effort among all Fijians. With the influence of beloved rugby players, there is hope for a shift in community attitudes towards road safety, ultimately making Fiji a safer place for everyone.
In summary, the collaboration between LTA, ACCF, and FRU represents a proactive approach to addressing road safety in Fiji, harnessing the unifying power of rugby to effect positive change in society.
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