With the festive season approaching, AWARE.org is urging South Africans to make safer choices on the road through an innovative road safety campaign. Inspired by today’s undisputed popularity of reality TV shows, the campaign exposes the devastating consequences of reckless choices, particularly drunk driving, in a disruptive and sobering format.
Highlighting the lives of prison inmates who are now paying the price for their ill decisions, the campaign tells stories of regret, loss, and harsh consequences faced by once every day people like you and me. Each inmate shares how their choices led to life-altering outcomes, sending a clear message: "This is one reality you don’t want to be part of."
AWARE.org Tips for a Safer + Happier 2024 Festive Season
- Opt for 0% alcohol drinks
- Designate a sober driver
- Use ridesharing/e-hailing options
- Simply refrain from driving after drinking
The campaign comes as the Department of Transport reports a 15% drop in road fatalities since 2010, attributed to the implementation of the National Road Safety Strategy 2016–2030. The strategy aims to halve road fatalities by 2030. This progress is promising, but it could be reversed if reckless and irresponsible behaviour—especially related to alcohol consumption—continues to besiege South Africa’s roads.
“While we welcome the progress made in reducing road fatalities, we cannot afford to let irresponsible alcohol consumption undo this hard-won milestone,” says Mokebe Thulo, CEO of AWARE.org. “This campaign is a wake-up call to all South Africans. Drunk driving is not just a risk; it’s a choice with potentially devastating consequences—for you, your family, and society as a whole.”
Reality TV-style storytelling offers a unique approach to engaging South Africans as we head into the holidays. Drawing viewers in with the allure of high drama one expects from reality shows, yet delivering a hard-hitting shift to the stark reality of the possible consequences of drunk driving.
Using inmates’ firsthand accounts, the campaign underscores that no one is invincible to the consequences of their actions.
“Drunk driving is not just a personal risk; it’s a societal tragedy. With road accidents claiming so many lives every year, we wanted to tackle the issue in a way that resonates emotionally and drives home the seriousness of this behaviour,” says Mokebe Thulo, CEO of AWARE.org. “This campaign serves as both a cautionary tale and a rallying cry for South Africans to prioritise responsibility and safety this festive season.”
By integrating visuals, personal stories, and the harsh truths of incarceration, AWARE.org hopes to challenge perceptions – such as “I only had one drink, it’s ok” or “So what, I won’t get caught” – and encourage South Africans to rethink their choices.
Thulo continues, “This campaign reflects our commitment to a safer, more responsible South Africa. We are proud to collaborate with stakeholders like the Road Traffic Management Corporation (RTMC) to bring this impactful message to life. Together, we aim to ensure that no family has to endure injury or loss or life or even financial strain due to preventable accidents.”
"Drunk driving is not just a personal risk—it endangers the lives of passengers, pedestrians, and other road users. We urge every South African to make responsible choices this festive season. Together, we can change behaviours, save lives, and ensure safer roads for all," says Refilwe Mongale, General Manager: Organisational Strategy Development at the Road Traffic Management Corporation (RTMC).
“Road safety is everyone’s responsibility. Whether it’s designating a sober driver, planning ahead, simply deciding not to drink if you’re driving or whether you are the person next to someone who has had alcohol and would like to drive, we all have a role to play in saving lives,” adds Thulo.
Let’s make smarter choices on the road this festive season and ensure that the journey ends in joy, not tragedy.
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The festive season is a time for celebration, but it’s also a time for accountability. AWARE.org’s road safety campaign is a wake-up call for all South Africans to reconsider their choices and make safety a priority. Whether it’s designating a sober driver, opting for non-alcoholic drinks, or choosing e-hailing options, your decision could mean the difference between life and loss. Let’s ensure that every journey ends in joy, not tragedy.
