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FIA worldwide road safety campaign launched in South Africa

2017-05-19 14:14

WORLDWIDE CAMPAIGN: A global campaign kicks off in South Africa this week focusing on road safety in a bid to curb road deaths. Image: FIA

Automobile Association

Cape Town - South Africa will become part of the first FIA/JCDecaux worldwide outdoor communication campaign dedicated to road safety.

Billboards displaying various messages will be activated at different points throughout the country. The campaign was launched in Paris on March 10 by the President of the International Automobile Federation (Fédération Internationale de l’Automobile - FIA), Jean Todt, and co-Ceo of JCDecaux, Jean-Charles Decaux.
 
Through its tagline “Sign up, stay safe, save lives”, this campaign underlines the role that anyone and everyone can play to make roads safer for all users.

READ: SA's controverisal shocking road safety ad now making the UK buckle up

Members of the public are also invited to sign a ten point manifesto, which calls on all governments to make road safety a priority, and introduce effective legislation on key risk factors on the road. The manifesto is available here
 
Locally the campaign is split in two. ‘Stay Bright” focusses on pedestrian safety and features the athlete Haile Gebreselassie, while the ‘Don’t Text and Drive’ portion of the campaign features singer Pharrell Williams.

In South Africa almost 40% of all annual road fatalities are pedestrians.
 
The purpose of the ‘Stay Bright’ campaign is to encourage pedestrians to make themselves visible at all times.

This is especially relevant in South Africa now with the winter days getting shorter, and the nights getting longer.

#Ingozi: So the Transport dept launched a road safety TV show 

Supported by famous ambassadors, the campaign promotes simple and universal messages to save lives on roads.

Road crashes are responsible for 3500 deaths a day worldwide.

In South Africa around 13 500 people die on the country’s roads annually, or 36 daily, one of the highest in the world. 

The campaign promotes 10 “Golden Rules” for safer motoring:
 
1 Obey the speed limit
2 Never drink and drive
3 Use a child safety seat
4 Always pay attention
5 Buckle up
6 Don’t text and drive
7 Stop when you’re tired
8 Wear a helmet
9 Check your tyres
10 Stay bright

The campaign rules are embodied by 13 famous ambassadors:
 
• Athlete: Yohan Blake, Haile Gebrselassie, Antoine Griezmann, Vanessa Low, Rafael Nadal, and South Africa’s Wayde van Niekerk
• Drivers: Fernando Alonso, Felipe Massa, Marc Marquez and Nico Rosberg
• Artists: Pharrell Williams and Michelle Yeoh
• Politician: Anne Hidalgo, Mayor of Paris and President of the C40
 
Translated in 30 languages, the campaign #3500LIVES is now live in 30 cities worldwide and will be rolled out in more than 70 countries by the end of 2017.

It is estimated that during the launch phase the campaign will be seen 1 billion times.

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