–billboards, road signs being erected

THE Guyana Police Force (GPF), in collaboration with the National Road Safety Council, and Impressions Inc., has started the rollout of the first phase of “Respect the Road,” a road safety campaign which aims to lower the number of fatalities caused by traffic accidents.

On Wednesday, the first billboard for the national “Respect the Road” campaign was erected around the Kitty Sea Wall Roundabout. Another billboard was also erected at Turkeyen Public Road in the vicinity of MovieTowne.

Minister of Home Affairs, Robeson Benn, attended an activity on Thursday, along with members of the force and representatives of Impressions, to hand out key rings and paste stickers on passing vehicles, in efforts to help remind drivers to use the roads safely.
The minister, during a short address, said that part of the problem which causes fatal road accidents is impaired driving and speeding.
“Perhaps due to impairment due to drugs or alcohol and it also could be simply stress, disdain and lack of respect on the road amongst commuters, drivers and others,” he related.

Minister Benn said that they need to pay attention on the roads in order to save lives.
“We cannot continue like this,” he affirmed
Traffic Chief, Dennis Stephen, said that they want to protect Guyanese drivers, as well as educate them at the same time about using the roads safely.
“Your life is important and one life is too many, and if we don’t find a way to reduce or to address accidents, we are going to continue to lose lives,” he said, as he pleaded for drivers to practise safe driving.
Benn said that, as of now, they have chosen to focus on Regions Three and Four, and pilot campaign activities there because these regions record most of the accidents in the country.
“That is why we used the ‘A’ Division as a pilot for this phase and tomorrow (today, July 29, 2023) we are going to be at Leonora, engaging with the public and handing out flyers and more,” he said.

Reanna Nickram, a representative of Impressions Inc., said that they will continue to put up more billboards and signs, as well as develop their social media presence which will promote safety and responsible driving on the roads.
During the launch of the road safety campaign, Nickram said that, together, the collaborating entities had crafted a comprehensive and impactful campaign, for which the core elements comprise a multi-pronged approach designed to engage citizens of all ages and backgrounds.

“Our branded road safety materials…we believe that a powerful visual presence can reinforce the message of road safety through billboards, signs, bumper stickers and other media… we will saturate our streets with reminders to be vigilant, cautious and respectful on the roads,” she said.
Nickram related that the hope is for the visuals to serve as constant reminders of the dangers of using the roadways, urging drivers, pedestrians and passengers to prioritise safety at all times.
Another part of it is their social media campaign, a potent tool for spreading awareness and influencing positive behaviour change.
“Our social media campaign will engage citizens through informative content, eye-catching graphics and inspiring stories, encouraging everyone to be active participants in promoting road safety [and] by sharing experiences, tips and best practices, we can build a united front in the fight against road accidents,” Nickram related.

There is also a road safety school campaign which aims to instill road safety habits from an early age.
“We have designed a designated mascot, Cautious Chris, who will interact with students making learning about road safety fun and memorable. This mascot will visit schools across the country, teaching our young generation to be responsible users and ambassadors of safety,” she said.

Another aspect of the campaign is a road safety event, bringing communities together and conducting outreaches and workshops to foster a deeper understanding of road safety principles.

“Our workshops will be tailored for various demographics, drivers, pedestrians, cyclists and passengers. By promoting dialogue and interaction, we can create a sense of ownership and collective responsibility for road safety,” she said.

Nickram related that, through this collaborative effort, they are seeking to ignite a profound and long lasting change in road safety behaviour.