The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have established a significant four-year partnership with the Fiji Rugby Union (FRU) aimed at enhancing road safety and decreasing traffic accidents in Fiji.
LTA’s Chief Executive Officer, Irimaia Rokosawa, stated that this collaboration will focus on promoting compliance with traffic laws among Fijian drivers, utilizing the widespread influence of rugby players and the FRU’s extensive presence in the community. “This innovative partnership acknowledges the powerful role of sports, particularly rugby, in shaping social behaviors and attitudes in Fiji. Rugby players are revered in our country and make perfect advocates for the responsible use of roads,” remarked Mr. Rokosawa during the agreement signing in Valelevu, Nasinu.
With the intent of fostering a culture of road safety awareness, this initiative seeks not only to disseminate important safety messages but also to significantly reduce the alarming rate of traffic violations. Mr. Rokosawa highlighted that, as of December 2, the number of road fatalities in Fiji stands at 56—an improvement from 74 fatalities during the same period last year—demonstrating progress, even if it remains imperative to reduce this number further.
The collaborative efforts will feature rugby players as road safety ambassadors in a series of campaigns across various platforms, including social media, television, and live sports events. They will address vital road safety issues such as speed limits, the importance of seat belt usage, and the dangers of impaired driving, particularly during the festive season.
The partnership promises to enhance awareness through school and community outreach initiatives and programs integrated with rugby clinics and community events, alongside significant promotions at FRU-hosted rugby matches.
Maritino Nemani, Executive Chairman of ACCF, emphasized the common goal shared by the involved organizations. He noted the importance of such partnerships in countering the dire consequences of road accidents and fostering a culture of responsibility among road users.
Furthermore, FRU’s General Manager for Commercial, Broadcast & Marketing, Avnil Pratap, took pride in supporting this commendable cause, recognizing the capacity of rugby players to influence positive change within their communities.
This collaborative initiative aligns with LTA’s strategic goal of uniting with businesses and entities that also strive for safer roads, a vital step as Fiji continues to address challenges related to reckless driving and pedestrian safety.
This partnership not only demonstrates a proactive approach to tackling road safety but also highlights the potential of sports as a powerful tool for positive societal change. By leveraging the admiration held for rugby players, there lies an opportunity to positively impact attitudes towards road safety across Fiji.
Summary: The LTA and ACCF have partnered with Fiji Rugby Union to promote road safety in a four-year initiative aimed at reducing traffic accidents by utilizing the influence of rugby players as ambassadors. Campaigns will address critical safety issues, and efforts will focus on enhancing community awareness and compliance with road regulations.
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