Transport

Zusha! ("Protest!" in Swahili) is an award-winning road safety campaign that empowers passengers of Kenya's matatu minibuses to speak up against reckless driving. Evocative stickers placed inside vehicles encourage collective action. A rigorous randomized evaluation of 11,737 matatus (2011-2013) demonstrated remarkable results: 25-32% reduction in insurance claims, 1 km/h decrease in average speed, an estimated 140 fewer road accidents and 55 lives saved annually. Cost-effectiveness was exceptional at US$10-45 per disability-adjusted life-year saved. Stickers with images (car crashes, passengers reproaching drivers) outperformed text-only messages. The campaign scaled nationwide in 2015 and expanded to Tanzania, Uganda, and Rwanda.