Published Wednesday, 19 September 2012
The Excuses image is captioned 'The driver said he didn't set out to do it'. (© DOE)
The 'Excuses' advert highlights that over 95% of collisions where someone is killed or seriously injured are the result of human error.
The advert does not concentrate on speeding or drink driving, like previous campaigns.
"A crash is not fate; it is a man-made tragedy that cannot be denied by excuses.
"Crashes are preventable and we are all responsible. By treating the road as a shared space, we can reduce the risks of being involved in a collision," said Minister Alex Attwood.
The main causes of crashes are speeding, drink driving and driver carelessness and the advert also warns pedestrians, cyclists and motorcyclists not to take risks.
Casualties are at their lowest point since 1931, with 28 people killed on our roads so far this year, but Chief Superintendent Peter Farrar said it is possible to further cut numbers.
"If everyone slowed down, did not drive after taking drink or drugs, wore a seatbelt and drove with more care and attention then the number of deaths and injuries will reduce," he said.
"Occasionally there will be times when something outside our control happens, like a flat tyre or a puncture, a dog walks out in front of the car; but 95% of the time it's caused by human error.
"So I think all of us, if we look back, if we were in a collision, with hindsight would say well, actually there's something I would do differently."
© UTV News