Paper presented at the 23rd Annual Southern African Transport Conference 12 - 15 July 2004 "Getting recognition for the importance of transport", CSIR International Convention Centre, Pretoria, South Africa. The presentation concentrates on details of and results achieved by Phase 8 of the Arrive
Alive campaign, which took place during the Festive Season 2003/2004. The campaign
encouraged the provinces and local authorities to participate in enforcement activities,
concentrating on highly visible activities on a single theme supported by communication
carried out nationally.
The campaign sought to include all aspects of road safety: advertising and public relations,
heavy visible enforcement, and a coordinated effort in terms of strategic focus.
The public relations campaign reached the vast majority of South Africans in both
advertisements and media campaigns.
A “lights on” campaign and a National Call Centre drove the message of the co-responsibility
of all road users to regulate their own behaviour, and to report violations to a central number
from which warning letters would be dispatched.
The campaign was successful in reducing fatalities on South African roads over the previous
season, in spite of an increase of 6% in traffic volumes.
This paper was transferred from the original CD ROM created for this conference. The material on the CD ROM was published using Adobe Acrobat technology. The original CD ROM was produced by Document Transformation Technologies Postal Address: PO Box 560 Irene 0062 South Africa. Tel.: +27 12 667 2074 Fax: +27 12 667 2766 E-mail: email@example.com URL: http://www.doctech.co.za