The New Zealand Transport Agency has created new road safety billboards for State Highway 2 based on the findings of a survey of crash statistics on Western Bay of Plenty roads.
The Communities at Risk register holds information about each of the crashes on roads in the region.

It shows 17 per cent of all fatal and serious injury crashes in the region were caused by 15-19 year olds.
It also shows a truck was involved in 15 per cent of all fatal and serious crashes in the Western Bay of Plenty. This compares unfavourably with a national average of 10.7 per cent.
The Western Bay of Plenty District and Tauranga are equal first worst across the country for the number of unrestrained children in vehicles. The national average is nine per cent, but according to the register, 25 per cent of children in vehicles in the region are travelling unrestrained.

In response to these statistics the NZTA has made three new signs with its kiwifruit character. The character now 'talks' with speech bubbles to give messages pertinent to the problems highlighted in the register.
These messages are:
'I share the road'
'New drivers - take extra care'
'Safety belts save lives'