Watch out for these street poles while driving!

The Street Pole Ads Arrive Alive pilot project flights in eight provinces from 26 November to the end of January 2005. The campaign highlights the three most dangerous road behaviours, concentrating on an improvement in the wearing of seat belts, reductions of speed and the drinking of alcohol. It also supports the recently launched Niyabonwa - a visibility campaign aimed primarily at ensuring that the various road users are visible.

The Niyabonwa initiative, named after a Zulu word expression meaning "you are seen" is designed to reduce unnecessary accidents, fatalities and injuries on our roads. The campaign will be executed in a variety of inexpensive and creative ways, educating pedestrians about the importance of wearing bright clothing and making themselves visible on the roads, and encouraging motorists to be more aware of pedestrians.

Proven in the effective utilisation of simple, repetitive messaging directed at captive commuter and pedestrian audiences, Street Pole Ads have extended significantly reduced rates in support of the Arrive Alive campaign. Runs of four Street Pole Ads - Sober Up, Buckle Up, Be Seen, Slow Down - clear, easy to read and understand, will be concentrated in areas with a high incidence of pedestrian fatalities.

South Africa loses more than 10 000 people per annum on the roads and 90% of accidents occur as a result of misbehaviour by road users. Fifteen of 34 people killed on our roads each day are pedestrians. Outdoor media owners ADreach are confident that their Street Pole Ads will prove effective in curbing the carnage on South Africa's roads during December's festive season.