The Land Transport Authority (LTA) and the Accident Compensation Commission Fiji (ACCF) have partnered with the Fiji Rugby Union (FRU) in a significant four-year road safety initiative aimed at curbing road accidents and fatalities across Fiji.

LTA Chief Executive Officer Irimaia Rokosawa emphasized the partnership’s objective to enhance compliance with traffic regulations among Fijian road users by utilizing the strong influence that rugby players possess, along with the broad reach of the FRU platform. “This innovative partnership underscores the vital role that sports, particularly rugby, play in shaping societal attitudes and behavior in Fiji. Rugby players are highly respected and admired nationwide, making them effective advocates for promoting responsible road use,” he noted during the agreement signing in Valelevu, Nasinu.

The initiative aims to create a culture of road safety awareness within communities by leveraging the unifying power of rugby. Mr. Rokosawa pointed out the concern over the growing disregard for traffic laws. He highlighted that road fatalities had fallen from 74 in the prior year to 56 this year as of December 2. While this decrease is promising, he stressed that every life lost is a tragedy, and the partnership is intended to amplify impactful road safety messages and foster long-term behavioral changes.

The partnership will feature a series of campaigns that spotlight Fiji’s celebrated rugby players as road safety ambassadors. These campaigns will be disseminated through various channels, including social media, television, radio, and live rugby events, focusing on themes like speed control, seatbelt use, and the dangers of drink-driving, especially during the festive season. Mr. Rokosawa reiterated the need for adherence to traffic laws, underscoring it as a critical component of accident reduction and life preservation.

Key initiatives will include a road safety ambassador program, public awareness campaigns tied to rugby clinics and community outreach, and promotion of road safety at FRU-hosted matches. Digital campaigns aimed at a wide audience will also be a significant aspect of the efforts.

ACCF Executive Chairman Maritino Nemani expressed the collective commitment to road safety, citing the tragic consequences of road accidents that his organization witnesses. “This partnership not only aims to lower accident rates but also seeks to cultivate a culture of responsibility on our roads. Partnering with the FRU allows us to leverage rugby’s influence to disseminate this important message broadly,” he remarked.

Fiji Rugby Union General Manager Avnil Pratap conveyed pride in supporting this crucial initiative, focusing on fostering the well-being of Fijians inside and outside the game. “Rugby players are inspirational figures in our communities, capable of motivating positive change regarding road safety,” he said.

This partnership is part of LTA’s broader strategy to team up with corporate entities dedicated to creating safer roads for all Fijians. Such collaborations are vital as the country works to address issues surrounding reckless driving and pedestrian safety.

In summary, this collaboration offers a hopeful perspective for road safety in Fiji by harnessing the influence of rugby to promote responsible behaviors, ultimately contributing to a safer environment for all road users. With the engagement of trusted public figures, the initiative stands to make a meaningful impact in reducing road fatalities and instilling a culture of compliance and responsibility.