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.
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
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
- High risk drivers
Selection of Road Safety Activities
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.
THINK Radio Advertising 2019
Targeted at men aged 25 – 55 years of age
WHO ARE WE?
Far North REAP
Moerewa Christian Fellowship Centre
Ngati Hine Health Trust
Te Runanga O Whaingaroa
Automotivavte – Safer Communities
Te Hauora o Ngapuhi
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