30 May 2008

Don’t gamble at intersections – bad calls can be deadly

A new road safety advertising campaign is urging New Zealanders not to gamble with their lives at intersections.

The new advertising aims to get people to think twice before pushing the rules at intersections, illustrating the thin line between near-misses and fatal crashes.

Failure to give way at intersections is a serious road safety issue. It is the third largest cause of injury and death on New Zealand roads, after speeding and drunk driving. Every year around 2,500 crashes occur at intersections because someone fails to stop or give way - this equates to 50 injury-causing crashes a week. These crashes result in over 3,000 injuries and 25 deaths per year.

“Too many drivers think the chance of a serious crash at an intersection is low, and they’re prepared to take higher risks in certain situations, such as when they’re running late,” said Land Transport NZ Advertising Manager Rachel Prince.

“The risks of failing to give way are not small. We want drivers to understand that every ‘bad call’ they make at an intersection increases their risk of injury or death.”

The television advertising will be supported with radio, outdoor, print and other advertising. All Land Transport NZ road safety advertising backs up targeted police enforcement activity.

To view the new intersection advertisement, go to www.landtransport.govt.nz/advertising/failure-to-give-way.html

ENDS

© Scoop Media