Prudential life insurance Ghana has partnered with Prudence Foundation, National Road Safety Authority (NRSA), and Didier Drogba Foundation to launch the Safe Steps National Road Safety campaign.

The program features 60-second public service announcement videos and educational fliers to help inform the youth about safe driving. The SAFE STEPS Road Safety Africa Ambassador Didier Drogba, educates the audience on the benefits of safe driving as well as the dangers of speeding, not wearing seatbelts, and general driving safety and accident prevention guidelines.

Between January and October 2020, about 12,100 road traffic accidents occurred in Ghana, involving over 20,400 cars. Furthermore, the collisions resulted in 2,080 deaths and 12,380 injuries.

“Stay Alive” Campaign

Earlier last month, the National Road Safety Authority launched the “Stay Alive” campaign, which encourages drivers and pedestrians to be more aware of their actions when they are on the roads.

The overall goal of the “Stay Alive” Road Safety Campaign, according to Transport Minister, Hon. Ofori Asiamah, was to encourage all Ghanaians to be road safety advocates. He added the message included refuting the myth that road traffic accidents are caused by the devil and that instead, we must accept full responsibility for the consequences of our acts and inactions.

The minister added that the National Road Safety Authority’s studies over the last decade showed that indiscipline and human attitude are the biggest contributory reasons for crashes on our roads. Reckless speeding, overtaking without sufficient caution, driving when sleepy, jaywalking, without wearing a crash helmet, and jumping red lights were among them.

In a speech read on Didier Drogba’s behalf, a retired professional footballer stated “many of us know someone who has been affected by a road incident. Unlike many global issues, a lot of the solutions around road safety are readily available, and more importantly, it affects us all and we all have a role to play.”

The Director-General of the National Road Safety Authority, Ing. May Obiri-Yeboah advised the gathering on the need for people to come together to fight these avoidable road accidents and save lives.

“Ensuring safety and protecting lives on the road is a shared responsibility. Prudential Life’s Safe Steps Campaign has shown the way for effective partnership with the corporate world.”
May Obiri-Yeboah

Mr. Frederick Obeng Adom, Deputy Minister of Transport, was also present, as were important officials from the National Road Safety Authority, the Ministry of Roads and Highways, and the Ghana Police’s Motor Transport and Traffic Directorate.

About Prudence Foundation

Prudence Foundation, Prudential plc’s community investment arm, conceived and developed SAFE STEPS. SAFE STEPS is made up of a series of public service announcements (PSAs), including SAFE STEPS Road Safety, that seeks to encourage awareness and deliver easy-to-understand educational material on life-threatening topics in the hopes of saving lives and strengthening communities.

Prudence Foundation is Prudential plc’s community investment arm in Asia and Africa. Its purpose is to improve education, health, and safety in order to safeguard the future of communities. To maximize the impact of its work, the Foundation implements regional and local projects in collaboration with NGOs, governments, and the commercial sector. Prudence Foundation works to make communities safer, more secure, and resilient by leveraging Prudential’s long-term thinking and geographic reach. The Foundation is a registered charity in Hong Kong.