Road fatalities are a major contributor to unnatural deaths. Around 3 200 people are killed every day on roads around the world, with most being in low and middle-income countries. South Africa’s road mortality rate per 100 000 citizens is one of the worst in the world and road crashes account for the largest unnatural killer of children.
The Imperial Be safe, Be smart campaign is a direct response to the devastating lack of road safety awareness among children and supports government, which has identified road safety education in schools as a need. We partner with Active Education, the Department of Basic Education and the Department of Transport to ensure the success of the campaign. Every activation is supported by a community safety member or member of the traffic department. Based on our social media engagement, the campaign is well received by communities, teachers and learners.
Raising road safety awareness among children, particularly underprivileged children who are not exposed to road safety measures as their communities lack road markings and their journey to school is either on foot or in vehicles that sometimes do not have seat belts.
A critical enabler of the programme’s success and optimal road safety awareness is the use of illustrations and visually rich and exciting lessons that teach learners how to navigate scenarios.
Be safe, Be smart
Scholar road safety awareness
This initiative helps secondary school students, mostly from disadvantaged communities, prepare for their K53 learner’s licence test, and educates them on pedestrian safety, and the importance of wearing safety belts when travelling in taxis and other vehicles. We provide practical advice on obtaining a learner’s licence and guidance on the defensive driving system as well as mock learner’s licence tests. By educating future drivers we empower the youth to be smarter, safer and law-abiding road users.