An increase in the number of people killed in crashes not wearing seatbelts is the motivation behind the new campaign "Buckle up buttercup."
New Zealand Police put together the campaign to encourage everyone to wear their seatbelts.
Assistant Commissioner, Road Policing, Dave Cliff says, "Typically, each year around 60 people killed in crashes were not wearing seatbelts, however, last year that number jumped to over 90.
As of 12 October this year, 71 people have been killed while not wearing a seatbelt, which is a real concern with over two months left in the year.
Couple this with a reduction in the national wearing rates of seatbelts as reported in the latest Ministry of Transport national survey, and you can see that this is a serious road risk that needs to be addressed.
Sadly, the wearing of a seatbelt for some is not a habit and as a consequence far too many people are being needlessly killed and injured in crashes."
Like previous years, there will be a heavy police presence on roads nationwide this weekend. They'll focus on high-risk driving behaviour using a combination of enforcement activities.
Speed cameras will be operating and positioned in high-risk crash areas. A reduced speed threshold of 4km/h will also be enforced.
"We want people to have fun on their well-deserved break, and come back in one piece with great memories. But we need people to be thinking safety first, especially on our roads and beaches,” Cliff adds.
More information on the campaign can be found here.