So, that these men need to be impacted was a powerful message and the safety belt jersey campaign centres on the message command: “Who Do You Want to Wear Yours For?” – encouraging people to buckle up for the people they love, rather than simply because it is the law. This reinforces the research which showed that personal connections and community role models are far more effective with this audience than traditional enforcement messages.
Rugby being the vehicle for such road safety messages seems curious but appropriate. From the website Rugby for Life comes an explanation of how the game fits into the psyche of communities and individuals.
“In towns across Aotearoa, every game is more than just sport, it’s a moment that unites families, strengthens identity, and builds healthier futures. Rugby is more than a game. It’s a tool for transforming connections and community resilience. Rugby is not only a core part of our culture, but a major contributor to public health and social connection.”
If you can connect with the rugby community, you have the potential to take a message beyond the players, to parents, sons, daughters, friends and relatives.
Many of us don’t like to be told what to do.
The request to buckle up needs to be based on voluntary acceptance that wearing a seat belt not only complies with the law but that crash survival studies consistently show seat belts reduce fatal and serious injuries by a substantial margin. It just makes common sense.
Rugby in Northland, though, is not just a vehicle to encourage seat belt use.
Northland Road Safety Trust has recently contracted to Northland Rugby Referees to deliver safe driving messages without drinking, drugs or reckless behaviour throughout Northland. Referees have a huge influence on the game, and signing off that game for the week ahead.
The Rugby for Life Trust is a further vehicle for reaching into communities and recognising the game is a platform for uplifting individuals, supporting youth and creating a basis for changing lives.
The recent “Rumble in Russell” had MPs, well-known personalities and local individuals coming together in social games of rugby and netball to further the purpose of the trust.
The Parliamentary rugby team took on the Russell Sports Club XV, captained by former All Black captain Taine Randell, in a battle for the Kapital Cup which honoured Kororareka/Russell as New Zealand’s first capital. Despite Police Minister Mark Mitchell’s two broken ribs, the weekend was a huge success.
So rugby is a natural catalyst for community and road safety focus.
To reinforce these messages, the Northland Road Safety team is attending every Northland NPC home match to engage directly with spectators through road safety activations, conversations and giveaways, helping to embed the seat belt message with fans.
Buckle up every trip, whenever we get into a car.