Safaricom, MOA to Launch Multi-sectoral Road Safety Campaign

Leading Integrated communications service provider Safaricom, has partnered with the Media Owners Association (MOA) to form the National Road Safety Trust. The Trust will spearhead a countrywide road safety initiative to address the alarmingly high rates of road carnage. The trust brings together government, private sector and civil society in a collaborative endeavour to address various factors that have contributed to increased incidences of traffic related injuries and fatalities.

During a stakeholder workshop to discuss a roadmap for the Trust, the campaign champions announced that they are planning a formal launch later in the month and that they have requested the President to serve as the Trust's patron.

A nine member Board of Trustees comprising representatives from Safaricom, the Media Owners Association, the police, the government, various road safety stakeholders, and other private sector players will coordinate the activities of the Trust with Trustees holding office for a 2 year renewable tenure.

The National Road Safety Trust objectives include advocating for sound road safety behaviour and initiating sustainable road safety and traffic campaigns alongside advancing road safety educational program.

Safaricom CEO and Trust Co-Founder, Bob Collymore noted that despite a rise in the number of road accidents, not enough has been done to address the problem, "Road accidents claim 10 people a day, yet we are not giving this problem the same focus as we give terror related activities that kill 30-40 annually."

"One of the most powerful legacies of this government is infrastructural development. Kenyans however lack the requisite education on how to deal with the same infrastructure. Public education and awareness creation will therefore play a big role in mitigating the rising cases of road accidents particularly on the Thika Super Highway," said Kiprono Kittony, Media Owners Association.

The Media Owners Association, a key partner in this initiative, have committed dedicated print and electronic coverage for the duration of the campaign as support for the Road Safety initiative. Wachira Waruru an MOA official said, "This is a matter of life and death and we therefore need to embrace this intervention in order to save lives. On behalf of the Media Owners Association, I would like to assure you that we will deploy all our resources in order to make this campaign a success."

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About Safaricom Corporate

Safaricom provides a comprehensive range of services under one roof. This includes mobile and fixed voice and data services on a variety of platforms. With annual revenues in excess of Kshs 100 billion, it is Kenya's widest 3G network with a growing fibre optic cable footprint and its most expansive WIMAX presence.

Safaricom pioneered pioneered commercial mobile money transfer globally through M-PESA, the most successful such service anywhere in the world. Launched in March 2007 as a money transfer service, it now has over 15 million customers and over 37,000 Agent outlets countrywide.

About the National Road Safety Trust

This is a multisectoral Trust that will comprise the government, private sector and the media.

Duly registered in August 2012, the Trust was formed to facilitate national action on reducing fatalities and injuries on Kenyan roads.

Key Objects and Purpose of the Trust include:

• Improve road safety and advocate for sound road safety behaviour
• Initiate and support sustainable road safety and traffic initiatives
• Advance road safety education and carry out public campaigns for road safety education, awareness and training
• Coordinate and advance road safety educational programmes

It will have nine members including Safaricom and Media Owners Association. Trust membership will reflect diversity of the transport sector, private and public sector, geographic and gender representation. Duration of office for the Trustees shall be two years, renewable for a further two year term.

The State of Kenyan roads

An average of 30 road accidents is reported every day. Official records also show that an estimated 3,000 people die annually which is grossly underestimated and focuses on deaths reported on site and not those that happen en route to or in hospital.

Generally low levels of adherence to road traffic rules by PSVs, and the influx of "boda bodas" has worsened the situation.

The cause of most road accidents is behavioural - careless driving, drunk driving and visual impairment. A study done by Kenyatta National Hospital reveals that 55% of road users have poor eyesight and should not be driving at night. Other causes are weather and road obstructions, poor roads, un-roadworthy vehicles and over-speeding.

The year to date has seen an unprecedented amount of road accidents, and deaths, particularly on the new highways. There is limited capacity for first aid, and or emergency response to road traffic accidents, particularly outside of main cities and towns