A new road safety campaign aiming to reduce crashes over the Kaimai Range road is being rolled out this week.

The ''just the facts'' signage will replace the former ''lifesaver'' campaign signs along State Highway 29.

NZTA Bay of Plenty state highways manager Brett Gliddon said the new campaign will have a localised and site-specific flavour.

''Rather than carrying a general road safety message, the signs feature facts pertinent to the region and the specific road they are sited on. For example, a sign reading 'slow down for these bends' will be located just before bends that have proven to be particularly tricky or have a crash history.''

Mr Gliddon hopes the fresh approach will resonate with drivers and help them make safe choices.

The signs' messages emerged from research into the crash statistics of SH 29 between Tauriko and the base of the Kaimai Ranges.

Each sign has a back-story built around what that research revealed.

For example, the story behind the ''Concentrate, wandering minds cause crashes'' message is that poor concentration behind the wheel is a significant crash factor in more than 40 per cent of crashes on SH29.

- © Fairfax NZ News