ALCOHOL KILLS: The Western Cape government has released another shocking ad to highlight the dangers of alcohol abuse. Image: YouTube ~ Youtube
Cape Town - Following its controversial 'First Kiss' campaign, the Western Cape transport department has released yet another shocking ad ahead of holiday festive season. The clip, entitled 'Ubuthakathi' (which means sorcery), is just as hard-hitting as the first ad.
Earlier in March this year, the department of Transport of Public works launched a shocking ad of which showed a graphic car crash involving four youths in Cape Town, ahead of the Easter holidays.
WATCH the 'First Kiss' campaign ad here.
In November, the department has done it again, using more shock tactics to make drivers aware of the consequences of drinking and driving.
The provincial government says it wants to reduce the negative impact that alcohol has on the people of the Western Cape.
The video, part of the department's Safely Home campaign, depicts the dangerous and deadly situations that are created when alcohol and roads mix.
Do you think shock tactics regarding road safety will work in SA? Will this video make you think twice about drinking and driving? Email us or reach us via Facebook and Twitter.
Watch the video below: WARNING - Graphic imagery
Western Cape MEC of transport and publicworks, Donald Grant, says: "We are intensifying our efforts, not just by bringing back Evidentiary Breath Alcohol Testing (EBAT) and arresting drink driving suspects over the upcoming festive season, but also by focusing our efforts on pedestrians who are under the influence. Addressing the pedestrian alcohol issue squarely is essential if we are going to bring fatalities down in a meaningful way."
Grant claims more than 600 pedestrians are killed on Western Cape roads every year. This is 50 people per month or about 11 people per week. They represent 49% of the total fatalities, per the most recent figures for 2016.
READ: South Africans against Drunk Driving - A mother's battle to end road carnage
"Most of these pedestrians are killed on weekend nights and are under the influence of alcohol (61% where Blood Alcohol Content is known). Too often the driver who hits them is too," says Grant.
"Alcohol is a constant danger on our roads and is claiming the lives of hundreds of our young men in the prime of their lives, whether they are drinking and driving - or walking - on busy roads when they are incapacitated. Reversing this scourge has never been more urgent."
The television ad will be screening on SABC 1 and on eTV.
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Grant says: "Our primary target is black and coloured males aged 19 – 29. This is the pedestrian demographic most at risk according to road death statistics. The advertisement is intended to make both drivers and pedestrians think about the effects of alcohol on judgement, and the hazards posed when alcohol and roads are mixed.
The “Ubuthakathi” campaign, under the theme “Alcohol and Roads Don’t Mix”, will be a multimedia campaign over the December and January periods, and over March 2017 when a spike in pedestrian deaths has been observed.
"We hope to achieve the same levels of awareness and behavioural change as we have with our successful and award-winning “First Kiss” campaign, which will mean fewer lives lost senselessly on our roads," says Grant.
"It is time that people begin to think differently about their own safety, and the real dangers that they will face should they choose to drink alcohol and take to the roads, particularly as pedestrians. It is time for #BoozeFreeRoads."
Learn more about how alcohol is damaging our society on the safely home website, and on Twitter under the hashtag #BoozeFreeRoads