The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have joined forces with the Fiji Rugby Union (FRU) to enhance road safety and reduce traffic-related incidents in Fiji. This partnership aims to leverage the popularity and influence of rugby players, encouraging adherence to traffic laws among all road users.
LTA Chief Executive Irimaia Rokosawa emphasized the importance of this collaboration, stating that sports, particularly rugby, play a significant role in shaping societal attitudes. With rugby players being highly respected figures in Fijian culture, they are viewed as effective ambassadors for promoting responsible driving practices.
The initiative, which is set to last for four years, seeks to build a culture of road safety awareness throughout communities in Fiji. Rokosawa noted that rugby is a unifying element in the society, providing a strong platform to convey the message that road safety is a shared responsibility.
FRU’s General Manager of Commercial, Broadcast & Marketing, Avnil Pratap, echoed this sentiment, highlighting the union’s commitment to the well-being of Fijians both on and off the rugby field. He expressed hope that the influence of rugby players would inspire positive behaviors and prioritize safety while driving.
This partnership not only aims to improve road safety but also reinforces the positive impact that sports can have on societal behavior. The collective effort from LTA, ACCF, and FRU presents a hopeful step forward in making Fiji’s roads safer for everyone.
This initiative is commendable as it taps into the power of community role models to inspire necessary changes in behavior. By engaging rugby players, the campaign stands a strong chance of making a significant impact on road safety initiatives in the country.
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