Keep your eyes on the action
In the Government Road Safety Policy Statement 2006, driver distraction was raised as one of the road safety issues that needed to be addressed. The Trust considered that this was an area where it could make a positive contribution to the road safety mix and proactively sought funding opportunities that addressed this issue.
The Trust's campaign uses the innovative medium of linking distraction messages to sporting codes - initially basketball and cricket. The key premise is to promote a message that will be associated clearly with the consequences that a couple of seconds of inattention can cause, both on the sports field and while driving.
The campaigns primary message “Keep your eyes on the action” is being promoted through targeted sponsorship and advertising, the use of court or pitch side branding, and even umpires' and referees' shirts.
Land Transport NZ is also supporting the Trust's campaign.