A new road safety campaign has been launched to address the issues most frequently encountered on our roads over the holiday period.

With summer approaching, the Eastern Bay of Plenty will be busier than ever, increasing the risk of accidents involving speed, fatigue, and drink/drug driving.

The ‘Slow Down and Enjoy the Ride' campaign is a locally-focused initiative, which aims to raise awareness of the importance of staying focused, sober, secure and keeping to a safe speed while driving in the bay.

So far this year there have been 133 reported traffic accidents in the Eastern Bay, with five of these classified as fatal and 20 as serious.

Eastern Bay of Plenty Road Safety Communications Advisor Frances Maia says many of the crashes that take place in the region involve alcohol and drugs, speed and distractions.

'This summer we all need to take stock and think about how we drive, plan our journeys and make sure we're taking that extra bit of care and attention.”

The campaign was launched with 10,000 Road Trip Guides being distributed across the Eastern Bay. The guides contain tips for planning the perfect road trip, safety advice, as well as deals and discount coupons to use at local businesses and attractions.

'We have a lot of great involvement from the community,” says Maia.

'Thanks to the generosity of local sponsors, we will be giving away some awesome prizes over the holidays – concert tickets, stand up paddle board lessons, petrol vouchers, hot pools passes and more.”

The Eastern Bay Road Safety Programme Facebook page will be running an online summer photography competition to support the campaign, and will also be giving away 50 ‘Enjoy the Ride' Road Trip Packs over the next couple of months.

The road guides can be found in cafes, restaurants, petrol stations and retailers across the Eastern Bay of Plenty. The campaign will run until the end of February 2017 and is supported by the Whakatane, Kawerau and Opotiki District Councils, the Bay of Plenty Regional Council, the NZ Transport Agency, the Police and ACC.

KEY POINTS:

SLOW: Drive under the speed limit.

FOCUSED: Never use mobile phones or devices while behind the wheel. Don't drive tired or with a health condition that impairs you.

SOBER: Never drive after using alcohol, or illegal or impairing drugs.

SECURE: Make sure everyone is belted up safely.