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NZ Transport Agency Waka Kotahi has enlisted provincial rugby teams including one in Northland to encourage young men to buckle up, with males aged 15 to 39 continuing to be over-represented in fatal and serious crashes involving seatbelt non-use.
NZTA head of driving regulation Chris Rodley said one in seven young men killed or seriously injured in vehicle crashes was not wearing a seatbelt, with the problem particularly acute in regional New Zealand.
“It is a sad, yet avoidable reality that men between the ages of 15-39 are dying or getting seriously injured in crashes because they’re not wearing a seatbelt, especially in regional New Zealand,” Rodley said.
“There are a variety of reasons why this group may not buckle up. They may see it as a hassle if they’re only going a short distance, but half of all injury crashes occur within 7km of home – so buckling up for even short distances is vital.
“Wearing a seatbelt is one of the easiest and most effective ways to protect yourself from injury in a crash. It reduces the risk of dying or being seriously injured by 40%.”
Since 2020, 500 drivers and passengers who died in crashes across New Zealand—33% of the total—were not wearing seatbelts, with non-use particularly high among males aged 15 to 19.
Despite 90% of New Zealanders believing seatbelt enforcement helps reduce road deaths, 12% admitted travelling without one in the previous month when a seatbelt was available.
To help tackle the problem, NZTA has partnered with provincial rugby unions to promote its “Buckle up every drive” message, with players wearing special-edition jerseys featuring a seatbelt-style stripe at games in Whangārei and Palmerston North.
Otago Rugby Football Union commercial manager Paul Thompson, who is managing the partnership on behalf of the provincial unions, said the NPC fanbase overlapped closely with the group least likely to wear seatbelts.
“This campaign gives us a way into this conversation because this age group are the men in our teams, our clubs and in our stands, and the statistics tell us they are among those least likely to buckle up.
“The line at the heart of the campaign is, ‘Who do you wear it for?’ because the decision not to buckle up does not affect only the person in the vehicle. It affects their mates, their whānau and the wider community. We hope the jerseys serve as a reminder to buckle up for the people who expect you to make it home.”
Thompson said the challenge was making seatbelt use automatic on every journey, including short trips, and rugby unions could use their strong community connections to reinforce the message.
“Most people know they should wear a seatbelt. The challenge is making it automatic every time they get into a vehicle – including short trips on familiar roads, where it is easy to think nothing will happen.
“This is clearly an entrenched behaviour; but we know our unions have strong connections with their communities and can play an active role of getting the message in front of people.”
The Northland Taniwha wore the jerseys against Waikato in Whangārei on September 12, following the Manawatū Turbos’ game against Taranaki two days earlier.
Northland captain Matt Moulds said 67% of drivers and passengers who died in crashes in the region last year were not wearing seatbelts.
“Our team hopes that these jerseys will encourage people to belt up—even if they’re not travelling far.”
Fans at both games could also try seatbelt simulators demonstrating how restraints protect occupants in a crash.
Seat belts help protect people in a crash by spreading the force of the impact across stronger parts of the body. They help stop people from hitting parts of the vehicle, being thrown from the vehicle, or colliding with other passengers.
This NZTA initiative is in its second year of partnership with Rugby Unions to encourage seatbelt use and is part of the National Road Safety Promotion Programme aimed at reducing harm on New Zealand roads.
