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Coffee Brake campaign door stickers.
What is 'Coffee Brake' all about?
Driver fatigue is a serious problem on New Zealand roads especially occurring on the State Highway network.
The Northland Regional Council together with RoadSafe Northland through the Road Safety Action Planning process identified fatigue as a significant influence on the fatal and serious crash incidents on Northland roads especially the State Highway network.
‘Coffee Brake’ evolved as an innovative road safety initiative targeting fatigued drivers on Northland roads. It is based on an Australian initiative of the Northern Territory Government - however with a number of modifications made to suit the Northland situation. Coffee Brake complements the 11 or so road side ‘Fatigue Stops’ managed by the Northland Road Safety Association and Far North REAP that are held throughout the year during peak holiday periods in the Whangarei & Far North districts.
Driving while fatigued occurs all year round and not just restricted to peak holiday periods, so the ‘Coffee Brake’ initiative is a natural extension supporting fatigue driver interventions. Coffee Brake is now operating into its third year. It has raised awareness while highlighting the risks to drivers travelling long distances without breaks, tired and the need for rest breaks to manage the fatigue and tiredness.
Fatigue is a problem for all drivers on Northland roads. Crash Analysis System (CAS) data indicates approximately 14% of road crashes are fatigue related in Northland.
How does it work?
New Zealand has a very strong and growing ‘coffee culture’. The project involves the redemption of ‘Coffee Brake Vouchers’ for the use by ‘drivers only’ to encourage and reward them to stop, sit down and have a break and a free coffee. Council Customer Service areas, i-Sites, Info-Sites, Car & Campervan rental firms, long haul trucking firms, together with Police and other partners will help circulate the vouchers and identify potential recipients for the vouchers. The vouchers are redeemed at any of twenty three participating Cafés. The coffee must be consumed on the premise.
Project partners
Northland Hospitality (Max & Zoltan) is a key hospitality sector partner and helped identify coffee and milk sponsors for the Coffee Brake project. These popular coffee suppliers include – Altura, Karajoz, Atomic, Jungle, Bica, Bruno Rossa, Chiasso, Manaia, Rush, Tiger Mountain and Toasted Espresso Coffee. Meadow Fresh (Nicky), Anchor (Luke & Corinne) and Fresha Valley (Paul) are supplying milk product.
These sponsors have been hugely supportive and without their generosity and support this project would be unlikely to be taking place. It is reviewed each year to ensure that there is on-going support and to fine tune aspects of it to further improve it.
Participating cafés
Twenty three Café’s throughout Northland are participating. They are – Gateway North Motel & Café Kaiwaka – Smashed Pipi Café Mangawhai, - Sail Rock Café, Mangawhai Heads – Cove Café, Waipu Café – Food 45, Y-Not @ Artform, Waipu –Waterline Café, Marsden Cove - Bee Jays Café Maungaturoto – Cuppa n Cake Dargaville – ElleCee Café & Bar, Ruawai – The Office, Maungatapere – Refuel Café Whangarei – Springs Flat Roadhouse, Kamo – Round The Bend, Towai – Trainspotter Café, Kawakawa – 35 Degrees South, Paihia – Palm Tree Café, Puketona Junction - Morrells Café Waimamaku – Café Blue Kerikeri – Mangamuka Cafe Mangamuka – Waterfront Café Mangonui – Ancient Kauri Kingdom, Awanui – Pukenui Pacific Bar & Café, Pukenui. They are strategically located along high volume Northland roads and easily accessed with good parking.
This current initiative will operate for the period from Easter Weekend 2011 through to Easter weekend 2012. This is made possible through the on-going generous sponsor support. Various partner websites also help promote this driver fatigue and road safety initiative.