A new song by hip-hop artist King Kapisi is encouraging young drivers to stop for police, following recent pursuits.
Kapisi, police and Auckland Transport are reaching out with the song and video Hear Me Now, in the hope people will listen and take the messages on board.
Kapisi said he became aware of the problem of of fleeing drivers through family who work in police.
"I was sad to learn about the number of young people who are putting their own lives and the lives of others at risk for a cheap thrill," he said.
"We want people to realise the buzz they think they might get from speeding and trying to get away from the police is just not worth the risk - there's better ways to have fun."
Kapisi said Hear Me Now highlighted a serious issue that often resulted in a waste of young lives.
National road policing manager, Superintendent Steve Greally, said dangerous driving increased the risk of crashes and the possibility of injury or death.
"There are a group of drivers, mainly young males, who are increasingly failing to stop for police when requested or signalled to do so, who then engage in unsafe driving in their attempts to evade police," he said.
"Police do not want to see anyone die needlessly on our roads."
Greally said about 16 per cent of pursuits ended in a crash.
"When people die on our roads their families and friends are affected forever, and it is generally police officers who have to let the victim's loved ones know.
"These are extremely sad moments that our officers never forget," Greally said.