Road Safety campaign ideas
Here are some useful links:
Arrive Alive
In 1998, the Department of Transportation launched the "Arrive Alive" road safety programme. The dimensions of the challenge were sobering. From 1985 the annual number of fatalities on South African roads had risen continuously until it topped 10 000 in 1996. In that year too, nearly 40 000 road users were seriously injured and the overall cost to the economy of the carnage amounted to R 11,9 billion.
Sunday Business report on 23 January 1999, announced that the "Arrive Alive" campaign had received the AAA Apex Award for advertising effectiveness. "The campaign's short-term objective was to cut road deaths by 5%, compared to the same period the year before.
Some of the key building blocks of the campaign have been:
° Traffic officer training courses and motivation
° Setting up the National Traffic Information Centre at department of transport headquarters
° Event creation
° Editor's briefings and regular press releases
° Meet-and-greet communication and information distribution at toll gates
° Meetings to secure the support of taxi associations
° Publication of community-centred feature articles
° Laying on 40 media interviews across the country daily
By the end of the campaign period:
° The number of fatal accidents had fallen by 4%, down from 2 486 over the 1996 festive period to 2 393 over the 1997 holiday
° Road deaths fell 7%, from 3 228 to 3 001, a literal savings of 227 lives
° A savings of about R 311 million in accident costs was calculated. This should be seen against official estimates that traffic volumes had risen by 5%."
