Weekends are for living - not dying on the roads through poor decisions by drivers or other road users.
This year 71 people have died from 65 crashes in the 21 weekend periods that have taken place between 6pm on Friday nights through to 6am on Monday mornings - an average of 3.6 and up from 2.9 a year ago.
"We need to remember that we are talking about people, not numbers," says Superintendent Paula Rose, National Road Policing Manager.
"There is no doubt about it. Weekends are killing us. Lives are lost, families and friends mourn loved ones, and all through crashes which don't need to happen.
"Weekends are a time to relax with family or friends. They're not the excuse to drink and then drive, to ignore safe speed limits, to cut corners or drive dangerously putting lives at risk.
"Weekends are not about worried families getting a knock at the door from police officers delivering grim news, or spending anxious hours in hospitals hoping their loved ones will survive."
Speed, alcohol and driver inattention are the most common causes for weekend crashes - all factors which are preventable.
"Police want everyone to have a safe journey when they're on the roads. That means making the right decisions at the right time. We all have a responsibility for road safety."
Ends
Media:
Kaye Calder
Senior Media Adviser: District Liaison
Public Affairs, Police National HQ
Tel 04 460 2986
Mobile: 027 241 6305