PEDESTRIAN fatality is at an all-time high.
This was confirmed by the Land Transport Authority following the death of another pedestrian in Nadi over the weekend.
LTA spokesman Iliesa Sokia said the death of 43-year-old Narendra Prasad in Namaka left the pedestrian death toll at 25.
"This is something that is very concerning because despite our awareness campaigns and our road shows, it seems that people are still not adhering to our advice," he said.
"We at the authority always feel like we lost someone very dear to us when we hear or read about another person dying on the roads because this is our domain and we are the authority that ensures that the travelling public and road users are safe.
"With these recent deaths, especially with most of the fatalities being pedestrians, it feels like our campaign and advice to ensure the safety of the public are falling on deaf ears."
Mr Sokia said of the 39 road deaths that were recorded this year, about 50 per cent were pedestrians.
"The last thing we want is another life being lost especially during this festive season," said Mr Sokia.
Police spokeswoman Ana Naisoro said two serious accidents were recorded in the division within a 48-hour period.
She said the first incident was reported on Friday when an 11-year-old student was allegedly hit by a vehicle driven by a 24-year-old in Waiyavi, Lautoka.
"The victim was rushed to the Lautoka Hospital and is admitted at the Children's Ward with injuries to her right ankle," she said.
"In the second incident, a 28-year-old has been questioned after he allegedly bumped a three-year-old boy on Friday night along Drasa Avenue, Lautoka."
Ms Naisoro said the incident happened at around 10.45pm when the victim was returning from a shop with his family.
She said the past week had proved to be a fatal one as far as road accidents were concerned, with three deaths recorded in the West.
The road death toll is 39 compared to 40 for the same period last year.
"The Fiji police is of the view that people are still not taking the issue of road safety seriously."