Media urged to assist in curbing road deaths

Arrive Alive advertising and communications spokesperson Johan Kriek said at the weekend road safety authorities had not given up on those South African motorists who continued to ignore traffic regulations, by speeding unnecessarily and disobeying road signs.

Media organisations have thus been requested to make their requirements for effective road safety coverage known to the department.

The publicity campaign includes a combination of gentle persuasion and rigid law enforcement.

The campaign has made it clear that a dramatic breakthrough is essential in order to reverse current trends, that could result in about 12 000 people dying on the road in South Africa during the next twelve months.

"Our communication task is particularly daunting, due to the fact that we are charged with reaching practically the entire population," Mr Kriek pointed out.

The target market included all road users (drivers, passengers and pedestrians) across all ethnic, linguistic, cultural, socio-economic, age and gender categories, he explained.

Arrive Alive needed the help of the media to achieve what was almost impossible, namely the changing of habitual behaviour.

The reason was that the target audience simply was not interested in "buying" what Arrive Alive was "selling."

"Almost all drivers consider themselves safe and competent, and do not understand the risks of becoming involved in an accident; this leads to reckless or inattentive behaviour, which kills and maims thousands," he explained.

Article by Dirk Nel, courtesy of BuaNews, www.gcis.gov.za/buanews.