Prangs hit Policeaster Bunny promo

Policeaster Bunny; also known as Joel Lafotanoa along with Heather Mckay hand out Easter eggs as part of promoting safer driving this long weekend. Photo / Michael Cunningham

Ironically just before an Easter promotion for traffic safety by a local radio station and Whangarei police began a driver crashed into a pole.

As a result queues of commuter traffic formed on Bank St, Whangarei, about 8.30am on Wednesday just as The Hits radio staff and police officers were about to set up a checkpoint where they handed out Easter eggs to encourage safe driving.

A St John ambulance crew arrived at the scene to hep the driver, but he did not require hospital treatment.

Then an inattentive driver went through a pedestrian stop and struck the rear of another vehicle, causing a three-car accident outside Whangarei Primary School.

Fortunately no one was injured and police said it was not linked to the checkpoint further down the road.

Brand engagement manager for The Hits Siobhan Russell said the initiative between the station police and Regent New World, who donated 2500 Easter eggs, was to promote safe driving over the long weekend. It was the third year they had carried out "Policeaster Bunny".

"It's a serious message we are trying to get out in a fun way," Ms Russell said.

Roadworks at Mill Rd had been taken into consideration before the checkpoint was set up but what was not expected was work that started on Manse St yesterday. The crash also compounded the traffic backlog.

Reaction on the Northern Advocate Facebook page to the Bank St checkpoint was mixed.

Lisa Morgan posted her message: "Wow this promotion caused a lot of delays around the city this morning. Was this the right way to promote? I do fully agree to take it easy on the roads, no one wants to lose loved ones at anytime of the year."

Anita Bax: "Nice idea. Bad timing."

"Might need to review the timing maybe at 3pm. Love the concept and the kids were smiling from ear to ear at the bunny," Leigh Williams said.

Kat Blissett: "They do this every year and I love the concept. How about instead of finding something to grumble about, you just appreciate the message and the free Easter egg?"

Police are warning motorists to behave on Northland's roads this Easter Weekend as officers will be out in force targeting speeding and drinking drivers.