As the Easter holiday approaches, bringing with it high traffic volumes and the increased risk of road accidents, the Automobile Association (AA) has teamed up with the Free State Community Safety, Roads and Transport Department (FSCSR&T), the Road Traffic Management Corporation (RTMC), and MasterDrive to launch a vital road safety awareness and education campaign. Officially unveiled on 11 April 2025, at the N1 in Kroonstad, this collaborative effort aims to address the shocking rise in road fatalities and encourage safer driving practices during one of the deadliest periods on South African roads.
Since 2022, South Africa has seen a devastating 82% increase in the Easter road fatality rate. With Easter consistently recording the second-highest fatality rate of the year, the need for urgent action is clear. Eugene Herbert, CEO of MasterDrive, highlights the gravity of the situation, stating, “Serious attention needs to be paid to the Easter period, which has seen a shocking rise in fatalities. MasterDrive is honoured to be part of this crucial initiative, and we are committed to reducing the needless carnage on our roads.”
Empowering Road Users: A Unified Call for Responsibility
The AA, in partnership with its stakeholders, is urging motorists, passengers, and all road users to remain vigilant and intentional during their travels. Bobby Ramagwede, CEO of the AA, emphasizes the dangers inherent in the Easter period, explaining that it is historically one of the most perilous times on the roads, characterized by heavy traffic and a higher likelihood of accidents.
“Our mission is to equip road users with the knowledge and tools necessary to travel safely. Through this campaign, we will reinforce the message that responsible driving saves lives. We encourage all motorists to plan their trips carefully, rest when necessary, and prioritize road safety,” Ramagwede adds.
The Dangers of Recklessness and Alcohol Abuse
The RTMC, which has long been at the forefront of road safety, is calling on motorists to exercise extra caution in high-pedestrian areas, where accidents are tragically frequent. Advocate Makhosini Msibi, CEO of the RTMC, explains that a disturbing number of pedestrian deaths are a direct result of reckless driving and alcohol abuse, with many fatalities occurring needlessly. He insists, “We must take responsibility for preventing these deaths. It is crucial that we act together to protect vulnerable road users.”
The Free State MEC for Community Safety, Roads and Transport, Jabu Mbalula, echoes these sentiments, urging drivers to exercise patience, particularly in adverse weather conditions. “During difficult weather, it is essential that all drivers practice caution and consideration,” Mbalula states. “Take regular breaks every 200 kilometres or two hours to fight fatigue, obey speed limits, and eliminate distractions, such as using a mobile phone while driving. Additionally, ensure your vehicle is in good condition before embarking on long journeys.”
A Hands-On Approach to Road Safety Education
As part of the Easter Safety Campaign, a series of activations will take place throughout the Free State, beginning with an activation at the Shell Ultra City in Kroonstad on 17 April. The activations will include engaging, informative experiences designed to educate road users about the importance of safe driving practices.
Highlights include:
- Passenger Safety Simulator: A cutting-edge simulator that demonstrates the importance of seatbelts and other passenger safety measures.
- Tyre and Vehicle Safety Checks: Free checks to ensure vehicles are in optimal condition before embarking on long journeys.
- Engagement with Road Safety Experts: Opportunities for motorists to interact with experts from various organizations and gain valuable advice on safe driving.
MasterDrive will also play a key role in the campaign, focusing on the dangers of drinking and driving. Herbert elaborates, “MasterDrive is proud to be part of this initiative, where we will showcase the risks of driving under the influence. We will offer drivers the chance to experience, firsthand, how alcohol impairs decision-making behind the wheel.”
The standout activation in this campaign will be the opportunity to wear ‘Drunk Buster Goggles’, a unique experience that simulates the effects of alcohol on vision and reaction times. Participants will navigate a course on a motorized scooter, giving them a sobering glimpse of the challenges faced by intoxicated drivers. “This powerful experience will leave many with an epiphany about the dangers of drink driving,” Herbert concludes.
A Shared Commitment to Safer Roads
As this road safety campaign gains momentum, it serves as a reminder of the collective responsibility we share to protect one another on the roads. With so many lives at risk during the Easter period, it is vital that every road user takes the necessary precautions to ensure a safe journey. By planning ahead, being vigilant, and acting responsibly, we can all play our part in reducing the number of tragic fatalities on our roads.
Through the collaboration of organizations like the AA, MasterDrive, the RTMC, and FSCSR&T, South Africa’s road safety message is being amplified, reminding all of us that road safety is not just a matter of personal responsibility, but a shared goal that can save lives.
