Billboards give drivers a bloody wake-up call

Photo / Brett Phibbs

Billboards that "drip blood" are being used to send a message to motorists heading for the open road south of Auckland over Easter.

The boards, three of which have been installed beside Papakura and Franklin District Council roads, are designed to ooze a red biodegradable food dye as soon as it starts raining.

The aim is to persuade motorists to drive according to road and weather conditions by depicting blood-stained faces.

The red dye is then collected in a tray to be pumped back through the system.

Inspector Heather Wells, chief of the Counties Manukau road police, said the billboards were intended to convey a pertinent message with the change of seasons marked by Easter - a time of traditionally high road tolls.

The "bleeding shame" billboards are beside Hamlin and Hingaia Rds near Papakura, and Mill Rd, Pukekohe. The billboards were donated by advertising agency Colenso.