Coffee Brake campaign poster.
What is Coffee Brake all about?
The Northland Regional Council together with RoadSafe Northland – (Kaipara, Whangarei & Far North District Councils, ACC, Automobile Association (AA), Health (DHB) and Police) identified ‘Coffee Brake’ 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 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. Fatigued drivers, affects us all year round, and not just restricted to peak holiday periods, so the ‘Coffee Brake’ initiative is a natural extension. It will help raise the awareness and highlight the risks to drivers travelling long distances without breaks or while tired and the need for rest breaks to manage their fatigue and tiredness.
Fatigue is a problem for drivers on Northland roads – locals and visitors alike. It is believed up to 14% of road crashes are fatigue related in Northland. It is also hoped that this initiative with product support will be self sustaining beyond the pilot period with the continued support of sponsors. What is attractive about this project is that it has positive road safety outcomes including raising the awareness of fatigue together with a positive outcome for suppliers and participating Cafe’s, as it will potentially increase sales at those cafe’s and promote all the associated brands supporting the initiative.
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 free coffee. Car & Campervan rental firms, long haul trucking firms, i-Sites, Info-Sites 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 nine participating Cafés. The coffee must be consumed on the premise.
Programme partners
Northland Hospitality is a key hospitality sector partner and helped identify coffee and milk sponsors for the Coffee Brake pilot project. These popular coffee suppliers include – Altura, Karajoz, Atomic, Jungle & Bica Coffee. Meadow Fresh is supplying milk product. These sponsors have been hugely supportive.
Participating cafes
Eight Café’s throughout Northland are participating. They are – Gateway North Motel & Café Kaiwaka – Bee Jays Café Maungaturoto – Cuppa n Cake Dargaville – Morrells Café Waimamaku – Trainspotter Café Kawakawa – Café Blue Kerikeri – Mangamuka Dairy Mangamuka – Riverside Café Awanui. They are strategically located along high volume Northland roads and easily accessed with good parking.
Participating Café’s have indicated they will re-sign a ‘Coffee Brake’ ‘Memorandum of Agreement’ beyond the pilot period, (Labour Weekend 2009 through to Easter Weekend 2010). This initiative will now be extended for a further 12 month period from end of Easter Weekend 2010 through to the following Easter 2011 made possible through the on-going generous sponsor support. Various partner websites also help promote this driver fatigue and road safety initiative.