New campaign to keep drivers safe rolls out for September and October

With the additional traffic on the roads for Rugby World Cup 2011 this September and October, Taupō District Council has rolled out a new road safety campaign aimed at stopping drivers from crossing the centre line.

The concept for the new campaign builds on the existing Keep Left campaign and involves new imagery featuring slot cars losing control on bends. The intention of the campaign is to reduce the number of crashes caused by drivers crossing the centre line and to educate and create awareness around the contributing factors to crossing the centre line – specifically cutting corners, speed and fatigue.

Christine Hutchison, Taupō District Council Road Safety Co-ordinator, says cutting corners, fatigue and speed, which includes losing control on bends, are the most common reason why drivers cross the centre line. “We want our Taupō drivers and also the visitors to our district to be aware of the dangers.”

The campaign includes print and radio ads, roadside signage, web and social media channels.