Arrive Alive & Get There No Regrets Campaign (South Africa)
South Africa's Arrive Alive campaign, led by the Department of Transport, addresses drunk driving - responsible for 50% of road fatalities where drivers have BAC above 0.05g/100ml. The RTMC's "Get There. No Regrets" campaign uses hard-hitting TV/radio ads depicting accident aftermath. The campaign also reintroduced Danny the Cat mascot for children's road safety education and works toward integrating road safety into school curriculum. Partners include NGOs like South Africans Against Drunk Driving (SADD) and corporate initiatives. Despite challenges with enforcement and conviction rates, the campaign targets 30-50% reduction in accidents.
Theme Areas
Behavior Goal
Reduce drunk driving through awareness of severe consequences; increase seatbelt use (only 2% of passengers currently); teach children road safety rules through mascot-based education
Target Audiences
Methods & Approaches
Channels
Implementers & Partners
- South African Department of Transport
- Road Traffic Management Corporation (RTMC)
- South Africans Against Drunk Driving (SADD)
Donors & Sponsors
- Government of South Africa
- Corporate sponsors
Key Takeaways
- 1Hard-hitting consequence messaging depicts real aftermath of accidents
- 2Mascot-based education (Danny the Cat) engages children effectively
- 3Multi-stakeholder approach includes NGOs, corporate CSR, alcohol industry
- 4Seasonal intensification during holidays targets high-risk periods
- 5Low conviction rates highlight need for enforcement improvements alongside awareness