To stem the expected tide of road crashes and injuries, the Association for Alcohol Responsibility and Education (aware.org) and it’s members, in partnership with the Road Traffic Management Corporation (RTMC) and the Department of Transport (DoT) have launched a comprehensive 2020 National Road Safety Campaign.
The new national festive campaign “It’s not just about you” appeals to citizens’ greater sense of responsibility to their loved ones and their fellow South Africans as a whole, and the
resultant impact of road fatalities on those left behind.
“Unfortunately, in South Africa, December is well-known for people drinking irresponsibly
and the associated alcohol-related harm. While there is no shortage of efforts to curb this
behaviour, people generally resist being told what to do as many might perceive their
freedoms as being curtailed. Through this strong partnership of diverse resources and
interests, and by focusing on consumers’ genuine care for those closest to them, we aim to
substantially address harm on our roads caused as a result of alcohol abuse and misuse,”
says Ingrid Louw, CEO of aware.org.
A 2020 Road Traffic Management Corporation (RTMC) report on driver intoxication
estimates that driver alcohol intoxication is involved in over 27% of fatal crashes.
“We need to continue to be vigilant when it comes to the relentless scourge of drinking and
driving/walking on South African roads and in communities, especially during the festive
season,” says RTMC CEO, Advocate Makhosini Msibi. “This requires a multifaceted
stakeholder effort that involves a combination of visible law enforcement, a national
education drive and a call to action, which includes the provision of safer alternatives to
getting home safely, such as using a designated driver or allowing a CPF patroller to walk
you home safely.”
“Over the past year, the number of deaths in road crashes during the festive has come
down. However, fatalities remain stubbornly high and with the ravaging effects of Covid-19
still affecting the economy and communities, we need to take drastic action,” says Msibi.
The 2020 National Road Safety Campaign is a collective effort by Government, industry, civil
society, traders, and communities which represents a social compact to address
alcohol-related harm in South Africa head-on. Key focus pillars of this social compact
include drinking and driving/walking, underage drinking, responsible trading and marketing,
and binge drinking.
The campaign is supported by upscaled on-the-ground activations and interventions aimed
to send the powerful message that even whilst drinking and driving/walking alone, you take
the hopes and dreams of those close to you along for the ride.
“We all have to come together as citizens and institutions to ensure that our roads are safe
for travellers and their loved ones as we grapple with the pandemic and the necessary
protection of our citizens,” concludes Louw.
#AwareOfTomorrow
#NeverDrinkAndDrive
