The Automobile Association (AA) South Africa, in collaboration with the Federation Internationale de l’Automobile (FIA), Ford and Michelin, is launching a national #ISeeYou campaign, which aims to drive mutual respect between motorists and pedestrians.
Statistics from the Road Management Corporation show 5,410 pedestrians died on South African roads in 2016. This represents 38 percent of all deaths on the country’s roads last year, making pedestrians, by far, the most vulnerable group of road users.
“One of the key dangers for pedestrians is that they are seen too late by drivers. On dimly or unlit roads, and wearing dark clothes, pedestrians are often ‘invisible’ to motorists who may only see them when it’s too late to avoid hitting them. It’s a serious problem in South Africa, one which we hope this campaign will begin to address,” said the AA.
The campaign includes print, radio and television advertisements highlighting the dangers pedestrians face while on the road. It encourages motorists to be aware of pedestrians while driving and encourages pedestrians to make themselves more visible through walking in better lit areas, and wearing clothing that stands out. The campaign will distribute 14,000 reflective sashes to pedestrians to increase their visibility to drivers and is inviting individuals and corporates to make donations to fund the distribution of more sashes.
“Pedestrian safety remains one of the most important challenges to road safety authorities in South Africa. We are proud to partner with the AA on the visibility campaign, and we would like to work together with communities to reduce pedestrian fatalities and make our roads safer for all,” said Casper Kruger, Managing Director of Ford Motor Company Sub Saharan Africa region.
FIA funding is being provided through its Road Safety Grant Programme, an international road safety initiative which aims to reduce road deaths throughout the world.
Visit www.aa.co.za for more about the campaign.
