Warning written in blood

BLOODY MESSAGE: The sign on Hingaia Rd is designed to bleed at the first sign of rain to ram home the message of driving to the conditions.

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The high road toll in the southern edge of Auckland is a "bleeding shame" so Papakura’s road safety staff have created a message to shock people into taking care on wet roads.

Billboards with rain sensors "bleed" red liquid at the first sign of rain.

The liquid transforms the faces on the billboard from innocent to blood-stained to illustrate the dangers of ignoring wet road conditions.

The aim is to revitalise the national "drive to the conditions" road safety message in a new and innovative way, the Papakura and Franklin District Councils say.

The Easter unveiling coincided with the start of autumn and a long weekend notorious for high road tolls.

Police inspector Heather Wells says the billboards are a timely reminder to motorists as the country heads into the colder, wetter months.

"The autumn weather will affect conditions on the road and we are urging all drivers to take more care."

The billboards are on Hamlin and Hingaia roads in Papakura and on Mill Rd in Pukekohe.