SUVA, Fiji (1st October 2025): The Land Transport Authority (LTA) and Nestle teamed up today to launch the “Stop, Revive, Survive” road safety campaign for the month of October.
While acknowledging the importance of such collaborations, LTA Board Chairman Mr Lui Naisara said fatigue while driving remained one of the most dangerous yet overlooked risks on our roads.
Through this partnership, this campaign is designed to encourage drivers to take regular rests at its designated “Nestle nests”, especially during long journeys to mitigate the risks associated with fatigue.
“Through the Stop, Revive, Survive campaign, we want to remind drivers that taking a break could be the difference between life and death,” Mr. Naisara said.
“As part of this initiative, rest areas will be set up at key locations. These safe and convenient spots give drivers the chance to pull over, refresh, and recharge before getting back on the road.
“The Authority is proud to join forces with Nestlé to make our roads safer, and we encourage drivers to use the designated roadside rest stops during this campaign period and enjoy the free coffee on offer. A short pause on your journey can save lives.”
As of 29th September this year, Mr Naisara said Fiji had recorded 54 road fatalities compared to 44 for the same period in 2024. While this increase is alarming, it is important to note that none of the road fatalities this year have been linked to driver fatigue.
“This is a positive shift, considering that four lives were lost to fatigue-related crashes last year and six the year before. This progress shows that the fatigue awareness message is reaching our communities, but it does not mean we can afford to relax. The biggest threats on our roads remain speeding, reckless driving, dangerous overtaking, and pedestrian negligence,” he said.
Mr Naisara says the Authority will continue to work with stakeholders to strengthen advocacy and education efforts, promoting safe and responsible behaviours on our roads.
He reiterated that road safety is a shared responsibility, and only through strong partnerships and a united commitment can communities prevent more unnecessary loss of life.
To mark the start of this vital campaign for this month, the Nestle and LTA road safety education teams were stationed at the LTA Headquarters in Valelevu, Nasinu today from 10am-12pm.
The teams will also be at resting spots located at the LTA Lami weighbridge on Thursday (2nd October) from 2pm-3pm and Wainadoi Police Station on Friday (3rd October) from 10am-11am.
Nestle staff will be stationed at these spots, offering free Nescafé coffee to drivers who stop to rest and rejuvenate. This gesture not only provides a caffeine boost to help drivers stay alert but also serves as a reminder of the importance of taking breaks to ensure safety on the roads.
“The Authority is reminding drivers to plan ahead before getting behind the wheel. For long trips, preparation is critical—know your route, identify safe resting points, and make time for regular breaks. Taking these simple steps can help drivers stay alert, focused, and safe on our roads,” Mr Naisara said.
Nestle Fiji General Manager Timothy Inkster said the campaign launch also coincided with International Coffee Day.
“Nestlé Fiji proudly celebrates nearly a decade of partnership with the Land Transport Authority through the NESCAFÉ “Stop, Revive, Survive” campaign,” Mr Inkster said.
“What began as a humble initiative to combat driver fatigue has grown into a nationwide movement promoting road safety and responsible driving. By offering free NESCAFÉ coffee at designated rest stops, the campaign encourages drivers to take meaningful breaks, refresh their focus, and continue their journeys safely. NESCAFÉ, a brand synonymous with energy, has become a symbol of care on Fiji’s roads.”
He says the collaboration with the LTA reflects their shared commitment to community well-being and road safety.
