Iconic Road Safety campaign kicks off in Northland

A new road safety education campaign kicked off in Northland on Monday 18th May 2020. Thirteen local men who are champions and icons in their own right have been involved to encourage their supporters and peer group to ‘Think’ about what they are doing when it comes to getting behind the wheel of a car.

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This campaign is a continuation of the existing One Tear Too Many campaign that is visible throughout Northland on roadside billboards, print media and heard via radio advertising.

Jodi Betts, Far North REAP Road Safety Educator, states “This campaign is targeted primarily at men aged 29 to 59 as they continue to rise in Northlands road fatality and serious injury statistics”. Jodi points out that by having men involved who other men relate to, recognize, or respect is paramount for this demographic group to consider their driving behaviour. “I want to thank the men who have agreed to participate in this campaign as its important this message is delivered wider than via just road safety educators. It comes with emotion and sincerity which we hope will reach an audience we may not have engaged with until now” Jodi says.

The titled ‘THINK  – One Tear is Too Many’ campaign will see three different messages associated with two separate videos and will be promoted via social media, Youtube, Google, digital radio pre-rolls, radio ads and print media. The campaign will also be delivered in a collaborative approach with Far North REAP, Road Safety Far North, Northland Regional Council, Northland Road Safety Trust, NZTA, Police, ACC and a number of community groups delivering road safety initiatives within the region.

The men involved are Matt Watson, Troy Kingi, Toast, Kevin Evans, Joey Yovich, Craig Hobson, Rene Ranger, Ross Wright, Aorangi Stokes, Holli Rudolph, Richard Hape, Damian Rice and Joby Hopa.

Northland has seen thirteen road fatalities to date in 2020, with 6 of those aged between 29 and 59 years. There were 29 total fatalities on Northland roads during 2019.


Northland Partners

Far North REAP Drivers Licence Course Dates for 2020 

Learner Licence Courses from 9.30am – 1pm (testing day Thursday) :

Tues 7 – Thurs 9 July

Tues 4 August – Thurs 6 August 

Tues 1 – Thurs 3 September 

Tues 6 – Thurs 8 October 

Tues 10 – Thurs 12 November 

Restriced Licence Course from 9.30am – 11am:

Mon 21 July 

Wed 19 August

Tues 22 September 

Mon 19 October 

Tues 17 November

For enquiries contact: Jodie Adams: phone 408 138 ext: 702 or EMAIL

Go to our EVENT CALENDAR for full details and registration links

The Road Safety Team deliver projects, learning support, social marketing, events, courses, and overall coordination of road safety education in the Far North District.  The team hold a range of skills around driver instruction, licensing, project planning, marketing, youth engagement and networking.

Road Safety Education is grouped around 7 main themes:

  • Reducing Alcohol & Drug Impaired Driving
  • Young Drivers
  • Safer Speeds
  • Restraint usage
  • Fatigue Awareness
  • Distraction
  • High risk drivers

Selection of Road Safety Activities

  • Summer pop ups

  • Driver licence courses

  • Local Billboards

  • Traffic Management

  • School Programmes

  • Busback signage

  • Education checkpoint

  • Speed Trailer

  • Fatigue Stops

  • Resources

  • Bus Safety

Local Marketing Campaigns

One Tear Too Many

The original campaign image created by Hayley Ngaroma Fitzpatrick

The image represents Papatuanuku, our Earth Mother and the one tear signifies one death as too many and encourages us to be mindful of driving on our roads.

The One Tear Too Many Campaign is now a Northland wide road safety education campaign and uses a number of messages under the brand. These include Drive Sober, Slow Down, Seatbelts On & Stay Fresh.


Far North REAP

Moerewa Christian Fellowship Centre

Hokianga Hauora

Ngati Hine Health Trust

Te Runanga O Whaingaroa

Automotivavte – Safer Communities

Te Hauora o Ngapuhi

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