A multi-agency road safety campaign has been launched in New Zealand, focusing on reducing mobile phone use among drivers aged 16 to 24.
The initiative, titled “Ghost Your Mates,” is a joint effort between the Accident Compensation Corporation (ACC), NZ Transport Agency Waka Kotahi, and New Zealand Police.
The campaign encourages young motorists to set their phones to “Do Not Disturb” before driving, aiming to lower the number of distraction-related incidents on the road.
The program’s message is delivered primarily through digital platforms, reflecting the communication habits of the campaign’s target audience.
ACC injury prevention leader James Whitaker said the approach uses a concept familiar to young people – “ghosting” – as a metaphor for ignoring digital distractions while driving.
“We use the theme of ‘ghosting’, a behaviour young people associate with phones and devices, and frame it as a way of protecting friends and whānau from being distracted on the roads,” he said.
The 2023 crash data from the Ministry of Transport attributed driver distraction to 15 fatal collisions and more than 1,100 injuries of varying severity. ACC reported that approximately 53,000 active road-related injury claims were managed that year, 35,000 of which were new. The total associated cost exceeded $770 million.
Young drivers remain overrepresented in distraction-related incidents. According to ACC, over half of drivers in this age group have admitted to holding their phones while operating a vehicle. Research also suggests that drivers using mobile phones are four times more likely to crash compared to those who do not.
“Young drivers not only face an elevated crash risk but also exhibit the highest frequency of distraction-related fatal or injury crashes, with 58% admitting to holding their phones while driving,” Whitaker said. “The elevated risk of accidents for young drivers who use their phones underscores the urgent need for targeted initiatives to address this critical issue.”
The campaign will run until June and includes enforcement measures in collaboration with police districts across Central, Eastern, and Wellington regions.
Additional support comes from local councils and transport safety organisations including Auckland Transport and regional road safety partners.
NZTA’s director of land transport, Brent Alderton, highlighted the behavioural trends behind the campaign.
“Nearly 40% of New Zealanders admit to sending or reading messages while driving,” he said. “We’re asking drivers to take a simple action every time they get behind the wheel – put their phone on ‘do not disturb.’”
New Zealand Police superintendent Steve Greally noted that officers will be actively monitoring compliance.
“Things can change around you in a split second and, if you’re not paying attention, you may not have time to react and avoid a crash,” he said. “Drivers need to be clear that if they’re detected using mobile phones while driving, they will be ticketed. The best way to avoid that and stay safe is to put your phone down – it’s that simple.”
A separate AA Insurance study revealed widespread “backseat driving” behaviours among New Zealand passengers, with 82% admitting to offering unsolicited advice or reacting to driving decisions. Nearly half said they do so frequently, and a third of surveyed drivers said it interferes with their concentration.
Gender differences were apparent, with 51% of women versus 39% of men saying they frequently engage in this behaviour. More women also reported a negative impact on driving performance.
Beau Paparoa, head of motor claims at AA Insurance, said it’s important for passengers to gauge whether their feedback is helpful or disruptive.
In related findings, AA Insurance reported an 11% increase in claims for animal-related vehicle damage in 2024, totalling more than $2.45 million. One in 10 of these claims involved total vehicle loss. Nighttime conditions were cited as a contributing factor in many cases.
Canterbury, Waikato, and Auckland recorded the highest frequency of these incidents, with other affected regions including Otago, Northland, and Hawke’s Bay.
Motor assessing manager Weaver Vagana advised drivers to remain alert in areas marked with wildlife signage.
Drivers were also reminded to assess any damage post-collision and report injured wildlife to appropriate agencies.
