The media has been a largely overlooked factor in creating road safety awareness. Celebrity endorsements, coupled with television messages on prime-time slots and peer education programmes would provide an accessible and engaging means of promoting awareness, particularly among young people. They would convey the message that safe driving is “cool” driving, and constantly reinforce that drunken driving, using a cell phone on the road and driving without a seatbelt (or helmet) are not only dangerous, but “seriously unfashionable.” Celebrities could also actively encourage walking or cycling whenever and wherever possible.
Role-plays, “make-believe” situations, movies and field trips could be used as effective learning tools for children at school. Safe Road User awards at the school level would provide an incentive for many children to follow road safety rules. Road safety education programmes can also be extended to adults at the workplace, particularly those from disadvantaged backgrounds. This would hold particular importance for parents, and efforts must be made to involve them as much as possible.
Legislation and policies
There is a need for stricter licensing laws, particularly with regard to public transport operators. Laws could require prominent display of the driver’s license on his/her vehicle while driving, in addition to safety regulations (such as adequate maintenance and the use of the seatbelt) and random breath testing policies. Policies could provide for the creation of better roads and pavements, supervised playing areas for children and monitored crossings near schools.