Bay Drivers Urged to “Be Road Safety Heroes” During National Campaign

Brake, the road safety charity, is calling on New Zealanders to reflect on how their actions impact others on the road as part of this year’s Road Safety Week campaign.

With the theme “Be a road safety hero,” the initiative encourages simple but vital commitments such as driving sober, sticking to speed limits, and staying off phones while behind the wheel.

Brake NZ director Caroline Perry said the annual campaign is about recognising both everyday road users and those working behind the scenes to keep communities safe.

“It’s about celebrating and recognising all of those people who work every day to both make the roads safer and provide that support,” she said.

Now in its 15th year, Road Safety Week has grown significantly, with more than 1,000 organisations taking part nationwide.

Perry said road safety is something that affects nearly everyone, every day.

“We think everyone should be able to get around in safe and healthy ways,” she said.

She reinforced key safety messages: drive to the conditions, obey speed limits, avoid alcohol and drugs, wear seatbelts, manage fatigue, and eliminate distractions.

“It’s those simple messages… but also about having conversations with your family and friends and making road safety normal.”

Whakatāne District Council community safety advisor Richard Hamer said this year’s message is clear: everyone has a role to play.

“I’m really about highlighting the need for everyone to be a road safety hero,” he said.

“Be out there, drive to the speed limits, look out for people, be kind on the road.”

Hamer said taking extra care does not necessarily mean longer journeys.

“We find that people actually get places quicker if they take time and care. Everyone’s got a journey, so just think about others.”

He urged drivers to be especially mindful of vulnerable road users, including children, older people, and those with disabilities.

“It’s really important that we watch out for people who are more vulnerable than ourselves… people near our streets. Just care and share the roads.”

This week, Hamer is visiting rural high schools alongside police and Eastbay REAP, speaking to students about licensing changes, safe driving habits, and alternative transport options.

“You haven’t got to just get a car and get a licence,” he said. “You can ride a motorbike, cycle, or get around on your feet.”

He also emphasised basic safety habits such as keeping phones out of reach, wearing seatbelts, reducing distractions, and staying aware of surroundings.

Pedestrians and cyclists are also being reminded to share responsibility, including keeping left on footpaths and clearly signalling intentions.

At crossings, Hamer said caution is essential.

“Don’t always take it for granted that the car’s seen you… look for the eyes of the driver.”

The overall message, he said, is simple: “Be safe out there, be kind, enjoy the roads — but remember they’re for everyone, not just car drivers.”

Local police say Road Safety Week is about encouraging the community to take accountability for their driving.

Community constable Rob Jones said motorists need to have “road awareness when you're driving.”

“Ensure you're not focused on a cell phone, are you visually looking at all the risks that are out there, driving past a school, kids, intersections, out on the main highway, is there livestock or something potentially on the road, are you driving too close to vehicles, if it's raining, are you slowing it down, so it's just doing what you can to keep yourself and other people safe.”

Jones said it’s especially important to drive to the conditions as the colder months approach.

“Coming into the wintertime, the days are getting shorter, roads are going to be wetter, they're going to be icier, so it's just a call out to slow down, drive to the conditions, as you can get black ice in the winter months.”

He said motorists should ensure their vehicles are up to standard, wear seatbelts, stay off their cell phones, and keep within the speed limit.

Police also want the community to think about the wider effects of accidents, noting they don’t just affect the driver but can impact others.

“It's just taking responsibility for your driving… if everyone took individual responsibility for themselves, where, I mean, they kept themselves safe, and they're aware of other road users, then the chances of having accidents cut right down,” said Jones.

“If everyone did their best and didn't just think of themselves, but thought of other road users, you would help to keep everyone else safe.”

Meanwhile, Accident Compensation Corporation (ACC) says road crashes remain a significant cause of injury in Aotearoa.

Although they account for less than 2% of all ACC injury claims, they made up 11% of total injury costs in 2025 — around $792 million — highlighting the severity and complexity of these incidents.

In the Bay of Plenty region alone, ACC accepted 2,483 road-related injury claims last year, costing $58 million, the highest in the past six years.

ACC injury prevention lead James Whitaker said road injuries can have a significant impact on individuals, whānau, and communities.

Young drivers aged 16–24 are among the most at risk, particularly when they’re new to the road.

“Our research shows that young drivers are most likely to crash during the first six months of holding a restricted licence, more than at any other time in their lives,” he said.

“They are four times as likely to be in a crash if they are using their phones while driving.”

Whitaker said ACC, Waka Kotahi, and New Zealand Police are encouraging drivers to “ghost” their friends by switching phones to do-not-disturb mode before getting behind the wheel.

Road Safety Week runs from Monday, 4 May until Sunday, 10 May 2026.