Road Safety Campaign: JMPD Urges Vigilance on Highways
As Easter weekend approaches — a time marked by increased travel, festivities, and religious pilgrimages — the City of Johannesburg (CoJ) is ramping up its road safety campaign in response to a disturbing rise in traffic-related fatalities. The Johannesburg Metropolitan Police Department (JMPD), in collaboration with Diageo Southern Africa and Coca-Cola Beverages South Africa, officially kicked off their Easter Road Safety Campaign at the Grasmere Toll Plaza on the N1 Freeway on April 10.
Thank you for reading this post, don't forget to subscribe!According to the State of Road Safety Report, South Africa witnessed 335 road deaths over the 2024 Easter weekend, a sharp increase from 252 fatalities in 2023 — an alarming 83 more lives lost.
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Road Safety Crisis on Gauteng’s Highways
JMPD spokesperson Xolani Fihla raised concerns about the rising number of pedestrian and cyclist deaths, which have now surpassed those of drivers and passengers. In Gauteng, one of the most dangerous hotspots is the N12 between Eldorado Park and Protea Glen.
Fihla said “We know that it is not permissible for any pedestrian or cyclist to be on a freeway, but many still cross busy highways at their own peril. These areas continue to register the highest rates of pedestrian fatalities.”
The campaign is not just about vehicle drivers. Many pedestrian deaths are due to individuals walking while intoxicated, especially during the Easter weekend when alcohol consumption rises significantly.
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Joint Forces for Safer Roads
The road safety campaign has a lot of support, including Diageo Southern Africa and Coca-Cola Beverages South Africa, both of whom have committed to fighting drunk driving and promoting safe road habits through awareness and education.
Diageo’s “Sober vs Drink Driving” initiative encourages responsible alcohol consumption and seeks to reduce the number of alcohol-related accidents.
“We are proud to partner with JMPD and other stakeholders in this road safety campaign. Drunk driving is a significant factor in road deaths. Addressing it head-on through awareness and education is critical,” Andrew Ross, Managing Director of Diageo SA.
Coca-Cola’s “Respect the Road” initiative aligns with the JMPD’s mission by aiming for a “Zero is Possible” outcome — a vision of zero road fatalities through shared responsibility.
Gareth Brandon, Regional Logistics Manager at Coca-Cola Beverages SA, emphasized: “Our campaign is about driving meaningful behavior change. We believe community education can create safer road conditions for everyone.”
Safety Outreach in Action
During the launch, JMPD officers and partners handed out educational pamphlets and spoke directly to motorists. Vehicles were stopped for brief safety inspections, and passengers were reminded of the importance of wearing seatbelts and avoiding reckless behavior, especially on long-distance trips.
JMPD Chief of Police, Commissioner Patrick Jaca, identified excessive speeding, driver fatigue, drunk driving, and poor pedestrian visibility as the main contributors to Easter-related road deaths. He also highlighted the dangers posed by intoxicated pedestrians, particularly those near highways and informal settlements.
Important Road Safety Tips
As part of the campaign, residents and motorists are encouraged to adopt these safety practices:
- Do not walk on freeways or high-speed roads; use designated sidewalks or walkways where available.
- Wear bright or reflective clothing when walking at night or during low visibility conditions.
- Avoid walking while under the influence of alcohol — it impairs judgment and increases the risk of being hit by a vehicle.
- Stay alert and avoid distractions, such as headphones or mobile phones, when walking near roads.
- Buckle up and rest often if traveling long distances to avoid fatigue-related accidents.
A Call to Action For Road Safety
The JMPD campaign is a reminder that road safety is a collective responsibility. With millions expected to travel during the Easter weekend, both drivers and pedestrians are urged to take precautions seriously.
“This is not just a JMPD initiative,” said Fihla. “It’s a community-wide mission. We want everyone — from drivers to pedestrians — to make it home safely this Easter.”
As the Easter rush draws near, let this campaign serve as a sobering reminder that every choice behind the wheel or on the road could mean the difference between life and death.
