AA wants to save pedestrian lives with #ISeeYou

The Star Early Edition - - MOTORING - MO­TOR­ING STAFF

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.

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