Musician King Kapisi has been recruited to help hammer the message home to young people not to flee police.
The veteran hip-hop artist released a song and music video on Tuesday aimed at an increasing number of young male drivers becoming involved in police chases, particularly in Auckland.
National road policing manager Superintendent Steve Greally said nearly 3000 people attempted to flee police each year, with 16 percent ending in crashes.
He said in some cases young drivers tried to goad police into chasing them and saw it as a thrill.
King Kapisi Police campaign music video Hear Me Now feat. Teremoana is designed to send the message it's a bad idea to flee police. Photo: YouTube / Quabax Wax
He said police had pushed the message many times, but it was not connecting.
"You can have a police officer talking on the news and social media about it, but at the end of the day it's just a police officer and there's a barrier. However, if you take it to someone who has more kudos, if you like, a better way to resonate with some young people it comes across in a way they can understand."
The song, Hear Me Now, featuring Teremoana, has already been viewed more than 6000 times on Facebook.