Take the HI Road Campaign Kicks Off

First Insurance Company of Hawaii (FICOH) is inviting the public to help bring courtesy back to Hawaii’s streets and highways. FICOH recently commissioned a survey by Qmark Research to get some hard data on the state of courtesy on our roads. Among other findings, the survey found that more than half of the 800 drivers polled believe their fellow drivers are less courteous today than they were five years ago. The results of the survey are the inspiration for FICOH’s new “Take the HI Road” campaign, which launched today.

“Driver courtesy – or the perceived lack of it – is a passionate topic of conversation. These are the conversations we’re hoping to tap into and engage our community in,” said FICOH president and CEO Allen Uyeda. “We not only want to spotlight the importance of driver courtesy but also give Hawaii drivers a way to share the good and courteous things happening on our roads so that together we can spark a positive change in driving behaviors in Hawaii.”

The Take the HI Road campaign kicked off with a sign-waving event this morning in front of FICOH’s offices on Ward Avenue and Beretania Street with dozens of employees and officers with the Honolulu Police Department participating. In addition, FICOH has launched a campaign page on its website, www.ficoh.com/takethehiroad, where drivers are invited to share their thanks for acts of courtesy they experience on the road, and in this way help to start a chain reaction of courteous actions. New thank-you messages will be shared on the Web page daily. Drivers who share their thanks will be entered in a weekly drawing for a road relaxation kit.

Members of the community will be invited to join FICOH employees at more Take the HI Road sign-waving events in the future. In addition, Hawaii drivers may participate in a dialogue about the state of courtesy on Hawaii roadways on FICOH’s Facebook and Twitter pages.

“Of the Hawaii drivers QMark polled, 89 percent believe that if they show someone courtesy on the road, that person is more likely to be courteous to someone else,” said Uyeda. “This shows us that when we act with courtesy, it has a positive ripple effect that can lead to safer roadways. No matter how stressful our environment or how many delays we face, we still control our behavior.”

For the poll that FICOH commissioned, QMark Research surveyed 789 drivers who live in Hawaii for at least six months out of the year, have a driver’s license and drive at least twice in an average week. The survey covered drivers on Oahu, the Big Island, Maui, and Kauai. (See QMark slides for more survey findings.)


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