The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have embarked on a pioneering four-year road safety initiative in collaboration with the Fiji Rugby Union (FRU). This partnership aims to significantly cut down road accidents and fatalities within the country.
LTA Chief Executive Officer Irimaia Rokosawa highlighted that the collaboration seeks to enhance compliance with road safety regulations by engaging the powerful influence of rugby players and FRU’s widespread platform. “This innovative partnership underscores the vital role of sports, especially rugby, in molding attitudes and behaviors in Fiji. Rugby players are highly respected and admired, making them excellent advocates for responsible road use,” stated Mr. Rokosawa during the signing ceremony in Valelevu, Nasinu.
The initiative intends to utilize the popularity of sports to promote a culture of awareness and responsibility regarding road safety in communities. Mr. Rokosawa pointed out the crucial need for this partnership in light of the concerning disregard for traffic rules among users. As of December 2, the road fatalities in Fiji stand at 56, a decrease from 74 within the same timeframe last year. While this decline is seen as a positive sign, Mr. Rokosawa emphasized that every life lost is a tragedy, and this partnership aims to spread impactful road safety messages to enact meaningful behavioral change.
The program will feature a variety of campaigns with Fiji’s iconic rugby players serving as road safety ambassadors. These campaigns will leverage social media, television, radio, and live rugby events to focus on key themes, including speed regulation, seatbelt use, passenger and pedestrian safety, and the risks of drink-driving—especially during the festive season.
Further activities will include outreach programs in schools and communities, where rugby clinics and events will convey road safety messages. Additionally, road safety will be promoted at FRU-hosted rugby matches, reaching thousands of fans. Digital campaigns will also be employed across social media platforms to engage a wider audience.
ACCF Executive Chairman Maritino Nemani spoke of the united vision among the partners, underscoring the importance of road safety. He noted the tragic consequences of road crashes faced by their organization, and emphasized how this collaboration aims to foster a culture of care and responsibility on the roads.
Fiji Rugby Union’s General Manager for Commercial, Broadcast & Marketing, Avnil Pratap, expressed pride in supporting this crucial cause and reaffirmed FRU’s commitment to the welfare of Fijians both on and off the field. He stated that rugby players serve as role models, and their advocacy can inspire positive changes in road behavior.
This partnership aligns with LTA’s strategy of collaborating with organizations that share a goal of ensuring safer roads for all Fijians, especially as the nation deals with challenges such as reckless driving and pedestrian safety.
In summary, this partnership between LTA, ACCF, and FRU represents a significant step toward enhancing road safety in Fiji, utilizing the beloved sport of rugby as a vehicle for change. By harnessing the influence of rugby players, there is hope for a safer future on Fijian roads, promoting responsible behavior and a culture of safety that can ultimately save lives.
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