New life saver billboards are in place on State Highway 29 over the Kaimais and SH36 between Tauranga and Rotorua. They show a more animated surf life saver vehicle with new and refined messages.

One of the new billboards.

The vehicles depicted also have had seatbelts added and now display facial reactions to road conditions and safe driving techniques.

Updated anti-drink drive messages are also included in the campaign.

NZ Transport Agency access and use manager David Pearks says the refreshed campaign will renew interest in what is a successful campaign.

'Engaging drivers and their passengers with easily understood, entertaining messages is a goal of the campaign,” says David.

'Cars and trucks wearing life saver caps illustrate the significance of the Bay of Plenty's beach culture and make the link that driving safely is as fundamental to road users as swimming between the flags is for beach goers.”

Targeting driver behaviour is one strategy in the government's ‘Safer Journeys/Safe System' approach. The four pillars of the system are: safe road use, safe vehicles, safe speeds, and safe roads and roadsides.

The campaign is funded by the NZ Transport Agency and local councils, and is managed by the region's joint road safety committee.