News Release
Monday 7 December 2009

Ruru the morepork fronts new campaign to reduce state highway crashes

ROTORUA 07.12.09: Sightings of Ruru the morepork will become regular occurrences to motorists travelling on State Highway 5 from this week.

Twenty billboards on SH5 between Rotorua and Tirau will feature Drive Wise road safety messages from Ruru, in a regional road safety campaign being launched at Rotorua District Council (RDC) today at 11am.

RDC road safety coordinator Jodie Lawson says the native owl was chosen to front the campaign because Maori regard it as a spiritual kaitiaki (guardian) that warns of danger, the wise nature associated with owls, and the bird’s keen eyesight.

She says today’s launch is the beginning of a significant multi-agency drive to prevent the high number of road accidents on SH5.

“More crashes end in deaths on this section of highway than most other highways in New Zealand. This campaign is vital to help prevent further serious injuries and fatalities.”

Representatives of supporting organisations will be at the launch, which will include a powhiri by students of Sunset Primary School, guest speakers, and presentation of a ruru bone carving to Mayor Kevin Winters.

The children will also parade around the Library and City Focus, wearing Ruru t-shirts and carrying mini Ruru billboards.

The campaign is a National Safety Coordination initiative, with Rotorua District Council, South Waikato District Council, Environment Waikato, NZ Transport Agency, NZ Police and ACC involved.

ENDS

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