
Before the start of the December road safety campaign I had a meeting at the RTMC in Pretoria and a discussion was held about media awareness and plans for December etc. I was told that the RTMC would like to move away from the big media splash with regards to daily death toll numbers and accident stories.
I was informed that: “The Communication Strategy drive this year of the RTMC is such that we position a Positive Approach and a Positive News rather than negative as has been the case in the recent past years…the communication strategy this year to have more of a positive spin even though we will have accidents (and deaths) but let us drive it differently this year. Such that even the “Slogan” for this year should be more a positive catch than the usual…
This would involve that “ we shun away from frequent reports and constant reports of “deaths” this year, we should by all means shun away from that line but report thousands and thousands of people arriving alive. We should lean more towards the legendary campaign of the USA elections which seem to suggest positiveness such as : Change- we need. Yes We Can. Something positive. “
I read in the media that the RTMC did provide the latest accident statsistics, and i would like to quote:
“ At least 623 people have been killed on South African roads so far this month, a rate of nearly 30 deaths a day, the Road Traffic Management Corporation said on Monday. The death toll, however, is nearly half of that recorded in the same period last year when road accidents claimed 1 144 lives, the agency said. Since the beginning of the month, 247 passengers, 190 pedestrians and 186 drivers have died with officials naming speeding, fatigue and unsafe overtaking as the main causes of accidents.”
The media will always report on what is news and what grabs the attention. It is unfortunately so that a safe traveller does not get the attention that a fatal accident and blood across the road will do. Perhaps that is also justified – as it should not be a miracle when a person arrives alive at his destination – and it should be something extraordinary when he fails to arrive alive….!
What does this death toll tell us?
- That 623 people are there no more
- That families of 623 people are having a Christmas without cheer and joy
- That we need to focus our attention on every accident causing these deaths and not only on those accidents that involved multiple fatalities.
- That we should learn from this and do everything possible to reduce these deaths in years to come!
Also read: Road Deaths – What is a good number?
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