State Highway 2 road safety kiwifruit campaign gets a makeover

The road safety campaign billboards along State Highway 2 from Te Maunga to Paengaroa have been updated with a new, more animated kiwifruit character.

As well as a new set of messages, the updated billboards see the kiwifruit character come alive and ‘speak’ to passing road users with the help of speech bubbles.

Campaign messages and target audiences have also been expanded. Messages such as “I share the road” aimed at truck drivers and “New drivers - take extra care” targeted at new drivers have been added. Old favourites such as “Safety belts save lives” have also been translated to the new animated campaign.

Targeting driver behaviour is one strategy in the government’s Safer Journeys/Safe System approach. The four pillars of the system are; safe road use, safe vehicles, safe speeds, and safe roads and roadsides.

The campaign is funded by the NZ Transport Agency and local councils, and managed by the Joint Road Safety Committee.

ENDS