Keeping pedestrians in sight

Earlier this week the Automobile Association (AA), in partnership with Ford Motor Company Southern Africa, launched its 2018 #ISeeYou pedestrian visibility campaign in Mamelodi, Pretoria.

The campaign was initiated with funding from the Federation Internationale de l’Automobile (FIA) in 2017 through its Road Safety Grant Programme, an international road safety initiative which aims to reduce road deaths throughout the world.

Pedestrian deaths in South Africa account for up to one third of all deaths on the country’s roads each year. Statistics from the Road Traffic Management Corporation (RTMC) show that in 2017, 5 339 pedestrians died on South African roads. Since 2008, 48 350 pedestrians have died on the country’s roads.

The #ISeeYou message aims to also drive mutual respect between motorists and pedestrians.

“With this campaign we are making pedestrians aware of the dangers they face while walking, and, through the provision of up to 15 000 reflective sashes around the country, we provide a solution to them. We also want to raise awareness among drivers to be more aware of pedestrians, especially in low light or dimly lit areas,” explains Collins Khumalo, CEO of the AA.

As part of the campaign, the #ISeeYou message will be spread through nine taxi ranks across the country for three weeks. A massive social-media campaign will support this initiative.

“Almost 40 percent of these deaths are vulnerable pedestrians, who are most at risk during dusk and dawn when traffic and commuter volumes are highest. It is crucial that, as significant role-players in the automotive industry, we help address this tragedy by educating people and supplying them with reflective gear that could save their lives,” comments Neale Hill, Ford Motor Company South Africa MD.

“We want to encourage corporates and small businesses to kit out their staff with high-visibility reflective gear and to incorporate this – and pedestrian safety messaging – in their wellness programmes,” Khumalo concludes.

Anyone interested in joining the campaign can visit www.aa.co.za to make a donation towards the purchasing and distribution of more sashes.