AA wants to save pedestrian lives with #ISeeYou

THE AUTOMOBILE Association (AA), in collaboration with the FIA, Ford and Michelin, has launched a road safety campaign focussed on pedestrian visibility.

Known as the #ISeeYou campaign, it aims to reduce the number of pedestrian fatalities on South African roads. One in three fatalities on our roads are pedestrians, and statistics from the Road Management Corporation (RTMC) show 5410 pedestrians died in 2016. This represents a shocking 38 percent of all deaths on the country’s roads last year, making pedestrians, by far, the most vulnerable group of road users.

The #ISeeYou message aims to improve pedestrian visibility and drive mutual respect between motorists and pedestrians.

“One of the key dangers for pedestrians is that they are seen too late by drivers. On dimly or unlit roads, and wearing dark clothes, pedestrians are often ‘invisible’ to motorists who may only see them when it’s too late to avoid hitting them. It’s a serious problem in South Africa, one which we hope this campaign will begin to address,” says the AA.

The campaign includes print, radio and television advertisements highlighting the dangers pedestrians face while on the road.

It encourages pedestrians to make themselves more visible through walking in better lit areas, and wearing clothing that stands out.

A critical component of the campaign is urging pedestrians to wear reflective sashes which are easier for drivers to see. As part of the initial phase of the campaign, 14 000 sashes will be distributed to pedestrians through activations across the country.

Anyone interested in joining the campaign can visit www.aa.co.za to make a donation.