Campaign to stop road deaths unveiled

By Athman Amran

NAIROBI, KENYA: The media and Safaricom have launched a three-year road safety campaign to address road carnage.

Accidents have already claimed 2,525 lives on the spot this year alone. Hundreds more are believed to have died at home, while being rushed to hospital or in hospitals.

President Kibaki said it was time for Kenyans to unite, as it was the responsibility of all.

In a speech read on his behalf by Finance Minister Njeru Githae, the President said more than 3,000 Kenyans die on roads every year.

He expressed concern that the use of boda boda form of transport was becoming the leading cause of deaths.

Media Owners Association (MOA) chairman Kiprono Kittony, during the launch of the campaign at the Kenyatta International Conference Centre in Nairobi on Wednesday, said the formation of the Road Safety Programme was necessary.

Concerted effort

He added that at the heart of the campaign, dubbed Toa Sauti (Speak out) will be a concerted effort to instigate behaviour change among road users.

“Speak out against drunk driving. Speak out against speeding. Speak out against overloading. It might be the difference between life and death —literally,” Mr Kittony said.

The media, through editorials and advertisements, talk shows and headlines, will ensure it plays its role in fighting road carnage.

Safaricom CEO Bob Collymore said the aim of the programme was to promote responsible and proper usage of the road by all users.

To spearhead the programme are members of the National Road Safety Trust comprising MOA, Safaricom, Traffic Police, Matatu Owners Association, Kenyatta National Hospital, East African Breweries Limited, Total, General Motors, Direct Line Assurance and the Government.