The Mombasa County Governement in conjunction with the National Transport and Safety Authority (NTSA) and the National Police Service on Tuesday launched the ‘Slow Down, Speeding Ruins Lives’, a road safety campaign aimed at highlighting the dangers of speeding.
In his speech delivered by the Transport and Infrastructure CECM Dan Manyala, Mombasa Governor Abdullswamad Sheriff Nassir said the mass media campaign will help reduce the number of road crash incidents in the county during the festive season.
“Everyday, lives are lost through road traffic crashes and one of the risks contributing significantly to fatalities and injuries in Mombasa County is speeding,” said Governor Nassir.
The campaign which targets drivers and the general public, emphasizes on the need to observe safe speed limits, particularly during the festive season, when many Kenyans travel for celebrations.
“Loss of life or severe injury through road traffic crashes is an avoidable tragedy that affects not just the individual but their family and his or her community. Everyone must take responsibility to protect themselves and other road users by driving within speed limits,” said Governor Nassir.
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The campaign was developed with technical support from the global public health organization Vital Strategies, an implementing partner of the Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS). It highlights the dangers of speeding and the importance of adhering to safe speed limits to protect and save lives.
The ‘Slow Down, Speeding Ruins Lives’ campaign kicks off even as the country recorded higher road crash statistics from January to November this year compared to the same period in 2023.
According to a 2023 report by the NTSA, over 4,000 lives are lost annually on Kenyan roads, with speeding identified as one of the leading risk factors. This highlights the urgent need for enhanced road safety measures to reduce injuries and fatalities.
NTSA Director General George Njao reaffirmed the authority’s commitment to collaborating with the NPS to prevent road traffic crashes during the festive season.
“Speeding has claimed far too many lives. Observing safe speed limits is not just about following traffic laws; it’s about saving lives,” Njao said.
The Authority will also enhance its collaboration with NPS and other stakeholders to sensitize, educate, and enforce safe speed limits during this festive season, including alcoblow.
In his remarks, Mombasa Transport CEC Daniel Manyala said the county had put in place measures and infrastructure to curb road crashes, noting that the numbers had reduced.
The speeding campaign will be rolled out together with the National Police Service (NPS) in Mombasa who have been training on safe speed implementation and best practices through the Global Road Safety Partnership (GRSP). Enforcement will be done through the use of speed cameras that will be able to capture drivers exceeding speed limits.
NPS will actively engage drivers in areas where speed cameras are deployed to curb speeding on major roads within Mombasa. Drivers found exceeding speed limits will be issued fines or traffic tickets, and in severe cases, may be required to appear in court.
The campaign was informed by extensive message testing conducted across four counties, in collaboration with USIU-Africa. PSAs with different approaches were tested to identify which would most effectively resonate with the public. The results showed that real, personal stories had the strongest emotional impact, leading to the decision to feature the testimonials of Mary Wanja and Ruth Machocho.
The campaign materials will be disseminated through on TV, radio, and digital platforms in five languages, and supported by digital billboards across Mombasa. Police-led outreach at key traffic points will engage drivers, encouraging them to sign pledges for safer driving. Social media amplification by NTSA, local leaders, and community partners will further extend the campaign’s reach.
