On Wednesday, as police launched Operation Safe Arrival to police the roads over Christmas, local officers confirmed a passenger inside a car that crashed near Baan Baa on November 24 had passed away.

The 35-year-old was in the back of the car travelling north to Narrabri on the Kamilaroi Highway when it left the road and crashed, just after 4am.

“The passenger suffered critical injuries and was airlifted to John Hunter Hospital in Newcastle,” Senior Sergeant Brett Davies told Fairfax Media.

“As a result of his injuries, he subsequently had his life support turned off and unfortunately passed away.”

Senior Sergeant Davies said the Crash Investigation Unit was examining the cause of the collision but fatigue was being investigated.

It’s the second death on New England North West roads this week after a 55-year-old man was killed while riding his motorbike, 25km out of Tingha.

On Wednesday afternoon, police were called to reports a man had died on the side of the New England Highway after a car towing a trailer pulled to the side of the road near Armidale.

Police have confirmed the death is not suspicious, and was not the result of any crash or accident.

Operation Safe Arrival kicks into gear at midnight on Thursday, targeting speeding, drivers on phones, seatbelts, fatigue and drink and drug-driving.

For the New England North West, the road toll is already higher than last year, as the festive season inches closer.

“Unfortunately, in the Peel Cluster this year, we've had 25 fatal crashes totalling 29 deaths, which is up on the previous year,” Senior Sergeant Davies said.

“It’s a bit alarming that we've had so many fatal crashes.”

Police want passengers to speak up and tell drivers to slow down and do the right thing. 

“The vast majority of people dying on regional roads are locals themselves,” Senior Sergeant Davies said.

“We fall into that category here, a large percentage of people involved in those crashes are from this area.

“It’s always hard-hitting for the local community especially when one of their own suffers and it’s a big ripple effect on not only the family, but the friends and wider community.

“We don’t want any community to experience that.”

Senior Sergeant Davies said although some might criticise highway officers for sitting on the side of the road, he said officers would continue to enforce the law.

“Some motorists think we’re sitting there doing nothing, but at the end of the day those people don’t see the extent of what we’re doing,” he said.

“The purpose of us being out there is to deter drivers from breaking the laws.

“Our staff will continue to go out, do their jobs, enforce the laws and our aim is that everyone that passes through this area gets to their destination safely.”

Extra officers have been rostered on to police the roads and double demerits will be in force from December 22 to midnight January 1.