Thursday, 14 April 2022
Media Release
Enjoy the holidays – responsibly
• Message urges people to “think clearly before you can’t”
• Nationwide campaign involves all stakeholders
• Several on the ground enforcement initiatives planned
Between now and the first week of May, much of South Africa will be taking a well-earned holiday
break. After more than 750 days, the National State of Disaster has been lifted, raising people’s
spirits. Most of us believe – and rightly so – that we deserve some serious downtime.
But we also need to think about how we enter this post-pandemic phase. It’s not so much about
“getting back to normal” as it is an embrace of the new future. A future made more precious by the
events we have lived through – and one we should cherish and treat with care.
For many years, Aware.Org, with its industry stakeholders, has partnered with the Road Traffic
Management Corporation (RTMC) in ongoing road safety campaigns. This holiday season, we have
developed an intense four-week campaign aimed at both drivers and pedestrians. The message we
are sending out is clear: make plans to get home safely before you take your first sip. CEO Carmen Mohapi said, “The reasons for this campaign are plain: we want to reduce
road accidents and pedestrian fatalities.” She pointed out that while drinking and walking were not
illegal, walking home after a few drinks is not a good idea: last year, pedestrians accounted for 39%
of all road fatalities.
“From the community patrollers to the tavern owners, manufacturers and retailers, we have all
banded together to promote this campaign,” said Mohapi. “Our mission is to engage people before
they start drinking and inform them of the risks of driving and walking after drinking. The message is
simple: think clearly before you can’t.”
The nationwide mass media campaign comprises billboards, radio, digital displays and social media,
including LinkedIn, Facebook and Instagram. Apart from the 500 community patrollers deployed
across nine provinces, more than 50 “hotspots” have been identified and aligned with relevant SAPS
stations. These efforts will also involve a national mobilisation of alcohol evidence centres (AECs) at
roadblocks to help enforce blood-alcohol limits and accelerate the prosecution of offenders.
RTMC Road Safety Executive Thabiso Ndebele said, “The use of AECs, random alcohol breath tests
and roadblocks have proved to be a primary factor in encouraging responsible behaviour and
responsible consumption. This campaign further drives home the message that South Africans must
change their drinking behaviour. Our message is simple: think about how you will get home before
you’ve had even one drink.”
“This Easter holiday campaign aims to optimise the opportunity to influence behaviour and save
lives,” said Mohapi. “And it shows that industry and related stakeholders are actively and visibly
making a concerted effort to influence a reduction in alcohol-induced accidents over the upcoming
holiday period.”