Waikato police are supporting a Hamilton City Council campaign to reduce crashes at traffic lights, after almost 1400 infringement notices were issued for offences at the intersections last year.
The Stop on Yellow campaign echoes the road code instructions to stop when the lights change to yellow, but too many Hamilton drivers are risking themselves and others by trying to beat the signals.
"The 'running' of lights after they have turned either yellow or red is problematic in Hamilton City with crashes resulting from drivers making decisions to proceed through intersections when the lights indicate they should not," said Inspector Freda Grace, Waikato District road policing manager.
"It is important that drivers ensure they plan sufficient time to get to their destination, allowing for them to miss some light phases on their journey. This way if you get some phases then you will be early.
"The cost of crashes is significant, not only human cost, where a small mistake can make life altering changes to themselves or another, but in terms of time and productivity for all other road users," she said.
"All of us need to ensure that we as drivers are fit for the road, the rules and the police are there to keep everyone safe!"
Last year police issued 1346 notices for traffic light offences and the council's road safety co-ordinator, Mihi Bennett-Smith, said the campaign, which will run for the next six weeks, is about driver education.
"It's such a simple message - always stop on a yellow light, but it's one which could save lives and reduce the personal and financial toll on families in our city.
"We hope people take the message on board and don't try to beat the lights to save a few seconds of time. It's just not worth the risk."