The Land Transport Authority (LTA) of Fiji has teamed up with the Accident Compensation Commission Fiji (ACCF) and the Fiji Rugby Union (FRU) in an innovative four-year partnership dedicated to enhancing road safety and reducing traffic accidents and fatalities throughout the country.
LTA’s Chief Executive Officer, Irimaia Rokosawa, highlighted the collaborative effort’s goal of fostering adherence to traffic regulations among Fijian road users. By utilizing the widespread admiration for rugby players, the partnership aims to promote responsible road usage effectively.
Rokosawa remarked at the agreement signing event in Valelevu, Nasinu, that rugby’s powerful influence in Fiji makes players the perfect advocates for road safety. This initiative seeks to not only raise awareness but also instill a culture of safety within communities. According to Mr. Rokosawa, although there has been a decrease in road fatalities this year—56 fatalities compared to 74 during the same period in the previous year—every single loss of life is still a tragedy.
The partnership will implement various marketing campaigns featuring popular rugby players as road safety ambassadors. These campaigns will utilize multiple platforms including social media, television, radio, and live rugby events to convey critical messages about road safety, such as the importance of speed control, seatbelt usage, pedestrian safety, and the risks of drink-driving, especially during the festive season.
Further efforts will include public awareness initiatives, outreach programs in schools and communities, and road safety promotions at FRU rugby matches, potentially reaching thousands of fans. Digital outreach through social media will also be employed to target a broader audience.
Maritino Nemani, the Executive Chairman of ACCF, emphasized the collective commitment to improving road safety, citing the tragic impacts of road accidents that his organization witnesses. He expressed optimism that this collaboration would reduce accidents and foster a culture of responsibility among road users.
Avnil Pratap, FRU’s General Manager for Commercial, Broadcast & Marketing, voiced pride in supporting this initiative, noting that rugby players are role models whose influence can inspire safer behavior on the roads.
This partnership aligns with the LTA’s broader strategy of collaborating with corporate entities that share the vision of creating safer roads for all Fijians. These collaborations are increasingly vital as Fiji continues to tackle issues surrounding reckless driving and pedestrian safety.
Overall, this partnership exemplifies how sports can positively impact social issues, fostering a community-oriented approach to road safety that could lead to significant improvements in public awareness and behavior on the roads.
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