LTA Chief Executive Samuel Simpson says the road safety campaign team will be using pictures from accidents recorded on our roads to drive their message.

A new approach will be taken by the Fiji Police Force and the Land Transport Authority to provide more emphasis on road safety.

The two enforcement agencies admit past campaigns have not been successful and are hoping this new method will help reduce the road death toll especially in the lead-up to the festive season.

LTA Chief Executive Samuel Simpson says the road safety campaign team will be using pictures from accidents recorded on our roads to drive their message.

“We make no apology for using some very graphic images to portray the message. The message is that we have got to stop killing people on Fiji roads through careless driving and irresponsible behavior.”

Simpson admits past campaigns failed to leave an impact on road users.

This campaign is designed specifically to be shocking. The reason for that is very clear, the 9 campaigns that have been run in the previous festive season haven’t really got the message home to the target.

To date, fifty-nine lives have been lost on our roads with majority due to speeding.