WOMEN will soon take the lead role in advocating road safety measures around the country.
Land Transport Authority spokesman Alfred Wiliame said the decision to use women was because of the motherly role and responsibilities women have.
"We established this program for women given their motherly role and responsibilities and we understand that they can become good road safety advocates on our roads," he said.
"They are very particular with things and their characters will not only benefit them in their respective homes but also on our roads."
The program known as the Mothers against Reckless Driving Group (MARG) is aimed at promoting the importance of road safety.
Mr Wiliame said they intended to establish three women groups in all the divisions at the end of the year to spearhead the program.
LTA chief executive officer Naisa Tuinaceva said, "There's only one group in the Central Division however, the intention is to establish three groups, one for each division by the end of the year.
"The program will be the basis of bringing change in continuing to advocate more on road safety because lives are important. It's our duty and responsibility that LTA must face up with these challenges and provide the best we can to save lives," he said.
Meanwhile, a group of LTA officials have beefed up awareness programs at communities in Vanua Levu aimed at promoting the importance of road safety. As part of the Road Safety North campaign, the team last week visited schools and villages in Nabouwalu and Savusavu.
Mr Tuinaceva said more anticipation was needed from the public and stakeholders after conducting two major awareness programs in the country.
"The recent degree of accidents was a shocker and despite all the commitment, dedication and resources projected on the awareness program, the message was not well-received by the drivers and owners of vehicles," he said. "There has to be more effective awareness on road safety and this can only be accomplished if only we are all committed to the cause.
"We are urging stakeholders and other agencies to come on board and join this significant fight on road safety awareness."
As the regulatory body, Mr Tuinaceva said they were also required by law to provide educational awareness to the public on road safety and to be more vigilant in their presence so motorists were conscious while using the road.