The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have established a landmark four-year partnership with the Fiji Rugby Union (FRU) to enhance road safety and decrease traffic-related accidents and fatalities in the country.
LTA’s CEO, Irimaia Rokosawa, emphasized that the collaboration seeks to foster compliance with traffic laws among Fijian road users by capitalizing on the influential stature of rugby players and the FRU’s extensive outreach. He stated that rugby holds a significant position in Fijian culture, making players effective advocates for responsible road behavior.
This initiative is designed to harness the power of rugby to promote a culture of road safety awareness across communities. Mr. Rokosawa noted the importance of addressing the concerning lack of respect for traffic regulations, despite a decrease in road fatalities—56 this year compared to 74 at the same time last year. He affirmed that every life lost on the road is one too many, and this partnership aims to introduce impactful safety messages to inspire a lasting change in behavior.
The partnership will roll out targeted campaigns featuring prominent rugby players as road safety ambassadors, utilizing platforms like social media, television, radio, and live rugby events to convey crucial messages surrounding speed control, seatbelt usage, pedestrian safety, and the risks of drink-driving, especially during festive times.
In addition to these campaigns, key activities will involve collaborations between rugby players and the LTA’s road safety education department to deliver messages through rugby clinics in schools and communities, and to promote road safety at FRU-hosted matches that engage a large audience. Digital marketing efforts will also target a broad demographic via social media.
Maritino Nemani, ACCF’s Executive Chairman, articulated the shared commitment among the organizations to prioritize road safety and expressed hope that the partnership will not only reduce accidents but instill a culture of responsibility on the roads. He highlighted the importance of leveraging rugby’s influence to disseminate these safety messages widely.
Mr. Avnil Pratap, FRU’s General Manager for Commercial, Broadcast & Marketing, expressed pride in supporting this initiative, reiterating that rugby players are seen as role models and their involvement can significantly inspire safer road habits among the public.
This collaboration aligns with LTA’s broader strategy to build partnerships with organizations that advocate for safer roads, particularly at a time when Fiji continues to face challenges from reckless driving and pedestrian negligence.
This initiative represents a proactive approach to fostering safer driving habits through the unifying spirit of rugby, highlighting a hopeful direction towards improved road safety culture in Fiji.
In summary, through the partnership of LTA, ACCF, and FRU, there is a dedicated effort to educate and transform road user behaviors in Fiji, instilling a sense of shared responsibility in making the roads safer for everyone.
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