The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have formed a significant four-year partnership with the Fiji Rugby Union (FRU) aimed at enhancing road safety and reducing traffic accidents across Fiji. The initiative seeks to promote compliance with road safety regulations by leveraging the considerable influence of rugby players and the extensive platform provided by the FRU.
LTA’s CEO, Irimaia Rokosawa, highlighted the potential of sports, particularly rugby, in reshaping societal attitudes towards road safety. He noted that rugby players are highly respected figures in Fiji, making them ideal individuals to advocate for responsible road usage. At the signing ceremony held in Valelevu, Nasinu, he expressed the goal of using this partnership to instill a culture of road safety awareness in communities.
Current statistics reveal a reduction in road fatalities, which stood at 56 as of December 2, down from 74 during the same period last year. While Mr. Rokosawa acknowledged this decline as a positive trend, he emphasized that every life lost is a matter of concern, underlining the urgent need for impactful messaging related to road safety.
The collaboration will feature a series of targeted campaigns showcasing prominent rugby players as road safety ambassadors. These initiatives are designed to utilize various platforms, including social media, television, and live rugby events, to disseminate messages focused on critical themes such as speed limits, seatbelt use, pedestrian safety, and the hazards of drunk driving, especially during the holiday season.
Mr. Rokosawa also reinforced that adherence to traffic regulations is essential for curbing accidents. Key components of the partnership will include public awareness campaigns, school outreach programs, and active promotion of road safety during FRU matches, engaging thousands of fans and promoting a culture of responsibility.
ACCF Executive Chairman Maritino Nemani stressed the joint commitment to road safety by all parties involved. He stated that monitoring the aftermath of road accidents provides a clear understanding of their devastating impact. This collaboration with the FRU aims not only to reduce accidents but also foster a culture of care and responsibility on Fiji’s roads.
Mr. Avnil Pratap, General Manager of Commercial, Broadcast & Marketing at the FRU, expressed pride in the alliance, emphasizing the organization’s commitment to the well-being of Fijians. He pointed out that rugby players are community role models whose influence can encourage safe behaviors on the roads.
This partnership reflects LTA’s broader strategy to align with corporate entities that share the vision of safer roads for all Fijians. As Fiji addresses ongoing concerns related to reckless driving and pedestrian safety, the hope is that the collaboration will lead to measurable improvements in road safety.
In summary, this innovative alliance between the LTA, ACCF, and FRU is poised to make a meaningful impact on road safety in Fiji, demonstrating the power of sports to enact positive social change. As they tackle these pressing issues, there is a sense of optimism that with increased awareness and collective responsibility, Fiji can work towards safer roads and a healthier community.
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