The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have entered into a significant four-year partnership with the Fiji Rugby Union (FRU) to enhance road safety and reduce the incidence of road accidents and fatalities in Fiji.
LTA Chief Executive Officer Irimaia Rokosawa highlighted the collaboration’s objective of encouraging road safety compliance and adherence to traffic laws, utilizing the popularity and influence of rugby players to resonate with Fijian road users. “This partnership recognizes that sports, especially rugby, can play a critical role in shaping public attitudes and behaviors,” he stated during the signing of the agreement in Valelevu, Nasinu.
The initiative will focus on cultivating a culture of road safety awareness in the community by leveraging the popularity of rugby. As of December 2, Fiji has reported 56 road fatalities this year, a slight improvement from 74 during the same period last year. “While the decrease is encouraging, even a single life lost is too many,” said Mr. Rokosawa, stressing the importance of creating impactful messages that can lead to significant behavioral change.
The partnership will include various campaigns featuring prominent rugby players acting as road safety ambassadors. These campaigns will utilize social media, television, radio, and live rugby events to communicate crucial safety messages—such as the importance of speed control, seatbelt use, and the dangers of drink-driving—especially during the festive season.
ACCF Executive Chairman Maritino Nemani emphasized the need to build a culture of care and responsibility on the roads. “Our goal is not only to reduce accidents but also to highlight the tangible impacts of road crashes on victims and their families,” he remarked.
Fiji Rugby Union General Manager for Commercial, Broadcast & Marketing, Avnil Pratap, expressed pride in contributing to this essential cause, reaffirming that rugby players, as community role models, can inspire positive behavior and encourage road safety awareness.
The partnership aligns with LTA’s broader strategy of collaborating with organizations that share the vision of safer roads, addressing the ongoing challenges linked to reckless driving and pedestrian negligence.
In summary, this collaboration aims to harness the unifying power of rugby to promote road safety, making a positive impact on the community by instilling responsible road use behaviors among Fijians. As this initiative unfolds, there is hope that it will lead to a significant decrease in road accidents and foster a safer environment for all road users in Fiji.
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