The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have partnered with the Fiji Rugby Union (FRU) to launch an innovative four-year initiative focused on improving road safety and reducing traffic-related fatalities in the country. LTA CEO Irimaia Rokosawa expressed the belief that rugby, being a significant cultural force in Fiji, can influence the public’s behavior towards road safety.
This partnership aims to leverage the popularity and respect that rugby players command to spread vital messages about safe road practices, targeting issues such as speed control, proper seatbelt use, and the dangers of driving under the influence. A significant aspect of this campaign involves utilizing various platforms, including social media, traditional media, and live rugby events to engage a broad audience.
Mr. Rokosawa noted a positive reduction in road fatalities, with 56 reported deaths in 2023 as opposed to 74 in 2022, which highlights the effectiveness of ongoing safety measures. However, he emphasized that even one death is too many, underlining the collaborative aim to foster a culture of road awareness and responsibility.
The campaign will see rugby players take on roles as road safety ambassadors, participating in public awareness activities, outreach programs at schools, and community events, all geared towards saving lives and promoting responsible road behavior. ACCF Executive Chairman Maritino Nemani supported this vision, indicating that the partnership’s efforts are crucial for fostering a culture of care on the roads.
Fiji Rugby Union’s General Manager for Commercial, Broadcast & Marketing, Avnil Pratap, also expressed pride in this collaboration, recognizing rugby players as influential figures who can inspire positive change in community behavior regarding road safety.
This proactive approach reflects a commitment to creating a safer environment for all road users and demonstrates the potential for sports to drive social change.
In summary, this initiative encapsulates the power of sports in promoting societal well-being. By combining the influence of rugby with a focused road safety campaign, the LTA, ACCF, and FRU are not only aiming to reduce accidents but are also instilling a sense of collective responsibility among Fijians for safety on the roads. There is hope that through these efforts, Fiji will see a continued decline in road fatalities and a significant shift in public attitudes toward road safety.
Leave a comment